%20(6).png?width=750&height=250&name=Untitled%20(300%20x%20175%20px)%20(6).png)
Industry
Automotive
Challenge
To boost awareness and drive sales of the EV9, Kia needed to effectively engage both current customers and non-Kia owners with relevant, targeted messaging.
Results
The campaign significantly raised brand awareness, consideration, purchase intent, and vehicle sales, demonstrating the effectiveness of AI-powered DOOH advertising.
Key Product
Ad Server, Cortex
Supercharged vehicle sales
The launch of the Kia EV9, the global mobility brand’s first three-row electric flagship SUV, marked a pioneering milestone in Kia’s design sustainability strategy. To boost awareness and drive sales of the EV9, Kia ran an addressable digital out-of-home campaign to thank and engage current customers while educating and conquesting non-Kia owners.Dynamic creative optimization, real-time targeting, powered by AI
The out-of-home advertising campaign leveraged artificial intelligence and first-party data to engage electric vehicle drivers with captivating content highlighting the features of the EV9. This was powered by Volta Vision, Volta Media’s proprietary AI-powered vehicle-recognition technology, and executed via Vistar Media’s Ad Server and Cortex software.
The integration of these technologies enabled Volta’s real-time electric vehicle recognition technology at the station, which was processed by Vistar’s Cortex software and utilized by the Ad Server to deliver contextually relevant ads. This allowed Kia’s ads to be tailored based on these specific use cases:
-> Evergreen
When a station was not in use, Kia deployed evergreen creatives that highlighted either the spacious three-row interior of the EV9 or the 0-60 performance attributes of the EV9 GT line.
-> Conquesting
When a non-Kia vehicle pulled in to charge at the station, the ad that played emphasized the EV9's performance and class. It also highlighted the absence of third-row seating in competitive automobiles, showing how the EV9 offered this extra space.
-> Retention
When a Kia driver arrived to charge, the creative that was served recognized and complimented them as a Kia driver, and introduced the all-electric, three-row EV9 as the latest vehicle in its lineup.
DOOH advertising benefits
DOOH advertising provides auto brands an opportunity to engage consumers in real-time, at the most relevant moments. By leveraging real-time data, DOOH advertising enables auto brands to deliver contextually relevant messaging that drives both engagement and sales. This approach offers a range of benefits, including increased brand awareness, improved customer engagement and enhanced ROI.
With the ability to target specific audiences and locations, DOOH advertising enables auto brands to reach consumers at key moments, such as when they are near a dealership or service center.
Revved up results
To gauge the success of this groundbreaking campaign, comprehensive brand and sales lift studies were conducted.
The results were outstanding. The AI-driven DOOH initiative significantly boosted Kia's visibility and engagement metrics, with a remarkable 517% increase in unaided brand awareness. Moreover, the campaign achieved a 33% rise in consumer consideration and a 27% surge in purchase intent. Impressively, vehicle sales saw an 8% lift.
These figures underscore the potent impact of AI-powered Volta Vision and DOOH advertising in attracting and converting potential customers.
Additionally, the campaign catalyzed a stunning 171% increase in sales across Kia's entire electric vehicle lineup. This indicates that the EV9-centric DOOH ads not only spotlighted the new model effectively but also drove broader interest and purchases in Kia's electric offerings.
Sources: F’inn Brand Lift Study; S&P (Polk) Sales Lift Study