Kia EV6 with De Jeugd van Tegenwoordig
In the EV6 you are really on your way to the future. But, when you are on the road, it is useful if you know what your destination looks like. How is it there, in that future? The only way to find out is to take a look. We do this with those who have to help shape the future: the Kia driver of tomorrow. After all, youth is the future.
Kia, De Jeugd van Tegenwoordig, Towel and The Pool teamed up to generate awareness for the launch of Kia’s new electric flagship model: the Kia EV6. The result? An awesome branded content campaign consisting of four episodes that took the viewer into the future of food, music, fashion and art in an engaging and funny way.
From awareness to conversion
Campaign Strategy & Services
There were two primary campaign goals; on the one hand generating as much brand awareness as possible for the new Kia EV6 and on the other hand realizing conversion in the form of test drives. We guided the target group through the funnel by means of the touch-tell-sell model. In the touch layer, we deployed the branded content series on Facebook, Instagram and YouTube. In the tell layer we used short USP videos from which the target group could gather more information about the car. Finally, we achieved conversions in the sell layer in the form of test drives at 75 car dealers throughout the Netherlands. During the campaign period, the target group was able to book a test drive in which they were accompanied by audio from De Jeugd van Tegenwoordig.