e3 developing digital strategy for Kia Sportage campaign

A new online strategy for car brand Kia has been developed by e3 for the launch of its new Sportage model.

The strategy will see Kia adopt the use of three characters: Keith, Ian and Andy (KIA), developed by David & Goliath for the brand’s sponsorship of ITV’s coverage of the FA Cup, taking the characters online.

Video content will also be used to highlight the car’s features in ‘extreme everyday’ ways, as part of the ‘a bit more adventurous’ campaign proposition.

One of the online videos will feature the characters entering a car park, with two of them jumping out of the car to quickly create an obstacle course of trolleys and bollards. The third character, Keith then uses the reverse camera feature of the car to drive safely through the course before the three drive off.

Going live on 1 November, the campaign will be made up of rich media video advertising across sites such as MSN, Top Gear and Yahoo! Allowing users to view the videos and interact with the campaign. Through soft interaction, each of the videos will pause to ask a question such as ‘how long will it take Keith to complete the obstacle course?’ before continuing to the end.

A microsite will also support the campaign, hosting the videos, which will also be posted on Kia’s YouTube channel, as well as its Facebook page, which will include photos taken from the shoot.

The YouTube channel will also eventually host all of the Kia FA Cup idents and online videos for the Kia Sportage launch from ATL and BTL.

“We’ve really had the opportunity to be ‘a bit more adventurous’ with the launch campaign for the new Kia Sportage”, said Stuart Avery, founder and MD of e3. “We’ve worked closely with the other agencies and have had some real fun developing content that highlights the key features of the car – you can see this in the final content we’ve created.”

Lawrence Hamilton, general manager, marketing communications for Kia UK, added: “e3 has taken elements of the outdoor campaign and the creative for our FA Cup ident sponsorship to link all the elements together, really bringing to life our protagonists Keith, Ian and Andy in an online environment.”

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