60 Seconds with KIA Carens: An Engaging Gyro Game
Since KIA’s entry into India, I’ve worked on award-winning projects with them. For the KIA Carens launch, I designed a unique mobile-centric gyro game to showcase the car’s innovation. This campaign boosted brand visibility and influenced purchase decisions, solidifying KIA’s market presence.
Kia MotorsClient
Year
2022
Challenge
Kia needed to stand out in the crowded digital space and highlight the Carens' innovative design. They sought a mobile-first strategy to boost brand recognition and influence purchase intent effectively.
Solution
To push beyond industry standards, I worked with the development team to incorporate cutting-edge tech, including a 360-degree gyroscope view of the car’s exterior and interior and a unique camera feature. This approach offered an immersive experience and encouraged engagement through a selfie option.
Reaching high-intent audiences on Mobile
The brand targeted high-impact user personas on InMobi using appographic, technographic, and location signals, reaching automotive enthusiasts, news consumers, and car app users on both Android and iOS for strong conversion potential.
Outcome
High Android User Base: Most of our users in India are on Android, ensuring our high-tech mobile web unit reaches a wide audience.
Targeted Auto Enthusiasts in Tier 1 Cities: I focused on auto enthusiasts in major Tier 1 cities like Mumbai, Bangalore, Delhi, Lucknow, Hyderabad, and Gurgaon.
Social Networking App Usage: With social networking apps being highly popular in India, including a selfie feature will drive user engagement.
Target Audience: We targeted individuals aged 25-45, who are likely to promote, share, and engage with the ad.
Incentivization Strategy
Selfie Integration: Encouraged user engagement by prompting selfies at the end of the experience.
Social Media Sharing: Simplified sharing by allowing users to post selfies with the hashtag #60SecondsWithKiaCarens and track images using a participation ID.
Seamless Experience: Delivered a smooth, engaging mobile experience, highlighting Kia Carens' features and ensuring an intuitive user journey from exploration to sharing.
Results
Increased Brand Engagement: The gamified mobile experience drove higher interaction rates and longer ad engagement.
Social Sharing: Selfie incentives led to increased brand exposure and reach.
Trackable Engagement: A unique code feature allowed tracking of user engagement, enabling tailored offers and boosting loyalty.
Measurable Impact: Key metrics, including click-through rates, conversions, and user feedback, were analysed to assess the campaign’s effectiveness.
Conclusion
In automotive marketing, our gamified mobile experience for Kia Carens stands out for its innovation and collaboration. With features like a 360-degree gyroscope view and a selfie function, we captured attention and boosted engagement. Our approach, highlighted in an InMobi case study video and validated by multiple MMA Awards, redefines industry standards. A stakeholder testimonial further affirms our role as pioneers in mobile marketing.
“We were able to maximize impact by targeting high-intent audiences through an innovative content experience. Not only did we create buzz around the superior design and tech innovation seen in Kia cars, but we also effortlessly communicated with core audiences on mobile. The success of our partnership is evident in the campaign performance—the engagement rates truly speak for themselves.”