KIA MOTORS What is it? Fuzzy Logic
20 November 2007 – 16 December 2007

Problem
The Auckland car market is highly competitive and offers customers a myriad of choices and models.

Kia Motors were launching a new 7 seater model Kia Carens and required a novel method to reach potential customers.

Objective
Increase test drives of the new Carens in 3 Kia Auckland dealerships

Opportunity
The Carens is a multi functional SUV, People Mover and/or Sports Wagon.

Solution
The concept leveraged the worldwide Kia positioning “What is it?” by using a targeted database and unique instant win mechanic called Fuzzy Logic. It also capitalised on Kia’s sponsorship with the Australian Tennis Open.

Involvement
3 major Auckland Kia dealerships

Mechanics
A direct mail letter provided a call to action for all recipients. Recipients took the letter to one of 3 listed Auckland dealerships, test drove a Kia Carens and decoded their instant prize. There were three major instant prizes of a 4 day trip for 2 adults to the 2008 Australian Tennis Open.

Other instant prizes included, mobile first aid kits, fuel vouchers and iPod nanos.

Communication
• Direct Mail – personalised letter posted to data base.

Results
• Increase in test drives and foot traffic for Kia Carens