[JUDGING] Kia Motors Ireland
Section: Best Multiplatform Campaign - Paid
Organisation Name: Kia Motors Ireland
Campaign Questions
Name Of Brand Client
Kia Motors Ireland
Campaign Name
EV2 Launch
Personpeople Who Led This Campaign
John Gallagher, Emma Mather, Angela Tafalla, Michelle Brady and Vedran Krupa
Do You Use Alt Text In Your Images And Caption Your Videos
No
What Objective For Campaign
The Kia EV2 Launch campaign aimed to overcome the challenge of introducing a new compact EV with no established reputation into a fragmented media landscape. Our core objectives were:
Establish Market Presence: Make the EV2 impossible to ignore as a new entrant, rapidly building national awareness and distinct brand presence.
Drive Consumer Action: Make it easy for consumers to act upon interest, converting engagement into measurable actions: brochure downloads, configurator completions, and test-drive bookings.
Reinforce Brand Equity: Express and reinforce Kia's global platform, "The Power of Firsts," through the emotional proposition "Love at First Drive," ensuring a unified brand story.
Engage Target Audiences: Effectively reach and deeply engage strategically important "Timeless Trendsetters" (Stylish Seniors and On-the-Go ZEDers) through tailored communications.
Integrate Culturally: Position the EV2 authentically within culturally relevant moments, exhibitions, and lifestyle events to connect naturally with people's lives.
Optimize for Fragmentation: Develop a "Lots of Littles" system designed to capture attention and drive engagement across fluid, multi-screen media consumption patterns.
Generate Digital Demand: Establish the EV2 as a significant driver of digital demand within Kia's owned ecosystem, fostering high engagement rates and event completions.
Outline Your Strategy For This Campaign
Our response was fully integrated and designed to thrive in today's fragmented media environment. Instead of a single major moment, we orchestrated hundreds of connected, distinctive brand encounters across paid touchpoints.
Core Principles:
Unified Narrative: Built on Kia's "The Power of Firsts" and "Love at First Drive" platforms, ensuring a consistent emotional message across all channels.
Targeted Audience: Focused on "Timeless Trendsetters" – Stylish Seniors, and On-the-Go ZEDers (urban, social-first audiences).
Dynamic Relevance: Integrated EV2 into a cultural calendar, aligning communications with relevant lifestyle events.
Integrated Customer Journey: Channels were strategically aligned to three behavioral stages:
See/Hear: Linear TV, BVOD, CTV, Radio, OOH built rapid familiarity and memory.
Lean Into: YouTube, programmatic editorial, social content (Meta, TikTok, Snapchat, X, BeReal) deepened engagement.
Explore/Act: Search, Performance Max, Demand Gen, CRM, and retailer experiences converted intent.
Unifying Principles: "Short lengths, high frequency," "Sequential storytelling," and "Connected journeys," ensuring every touchpoint guided consumers towards a meaningful next step.
This strategy transformed disparate interactions into a single, cohesive integrated experience, amplifying impact through channel synergy and consistent creative adaptation
What Were The Outcomes For This Campaign Metrics Next Question
The EV2 Launch campaign delivered exceptional outcomes, proving that a deeply integrated approach can simultaneously achieve significant brand impact and measurable business results. It successfully established the EV2 as a major driver of digital demand for Kia, outperforming even established models in several key metrics.
The campaign drastically improved engagement across all quality indicators, generating over 2,000 high-intent consumer actions.
This performance underscores the effectiveness in creating a powerful and memorable brand narrative in a fragmented media landscape, directly contributing to Kia's impressive growth in electric vehicle sales.
What Are Your Metrics For This Campaign Real Metrics Please
Digital Engagement (YoY vs. H1 2025):
Website Sessions: +55%
Engaged Sessions: +88%
Engagement Rate: +21%
Event Completions: +69%
EV2 Content on Kia Digital Estate: 15% of all users, 13% of all sessions, 6.5% of all site events.
Awareness & Reach:
TVRs: 332 (37% over plan), 2.61M impacts, 57.7% target audience reach.
Combined TV & Addressable Video Reach: ~66%.
BVOD Video Completion Rate: 92%.
YouTube Video Views: 1.2M (21% over forecast).
Programmatic InRead VTR: 84% (vs. 50% benchmark).
MX Digital Audio: 1.6M impressions, ~95% listening completion.
Social Media Impact:
Meta: 8.7M impressions, 1.1M users reached, 730,422 engagements (8.35% engagement rate), 628 brochure downloads, 305 finance leads, 252 test-drive bookings.
BeReal (Category-First): 1.2M impressions, 4.97% unique CTR (2x platform benchmarks).
TikTok: >26,000 clicks.
Snapchat: 51% over impression targets, >2x planned landing-page visits.
Conversion & Intent Capture:
Demand-Capture (Paid Search, Performance Max, Demand Gen): 173,680 impressions, 9,508 clicks, 5.47% CTR, 21.1% conversion rate, €1.18 CPA.
High-Intent Consumer Actions: 2,006 total (1,407 brochure downloads, 559 configurator completions, 40 test-drive requests).
Business Results (H1 2026 vs. H1 2025):
Kia Vehicle Registrations: +1.14% YoY growth (6,400+ units).
Electric Vehicle Units Sold: >24 growth.
Is There Anything Else You Want To Add Be Brief
The EV2 launch strategy profoundly demonstrated that in a fragmented media landscape, a meticulously integrated campaign – leveraging AV, audio, OOH, social, search, and CRM, including a category-first BeReal activation – Kia became one of the first automotive advertisers in Ireland to use BeReal as part of a fully integrated launch ecosystem, extending the EV2 into a platform designed around authenticity rather than polished advertising - can transform momentary attention into powerful, measurable business outcomes, establishing a new product with demand on par with established models.
Rather than relying on a single hero launch moment, we accepted that modern audiences consume media in fragments. Our strategy was therefore designed so every touchpoint delivered a small part of the story, with each interaction building familiarity, consideration and action.