Discover the All-New Kia Picanto DEALER LAUNCH GUIDE CONTENTS 03 Introduction 04 Launch Overview 05 Key Selling Points 06 12 THE STORY SO FAR WHAT NEXT? 08 Social Media Activity 14 National TV 09 Web Activity 15 Festivals 10 CRM - Geneva Unveiling email 16 Web Activity 11 CRM – Email Template 17 Social Activity 18 Digital Activity 19 CRM Launch email 20 20 GWR Showcase Floor IT’S OVER TO YOU 22 Dealer Marketing Overview 30 Marketing Schedule 23 Increase Sales & Drive Traffic 31 Dates for your diary 24 Free Insurance Offer 32 Kia Academy 25 Dealer Marketing materials 33 Specifications 26 Dealer POS 27 Literature 34 Closing note 28 The Marketing Wizard 29 PR Activity *images not to UK specification 2 The All-New Picanto DEALER LAUNCH GUIDE INTRODUCTION The All-New Kia Picanto Introduction The All-New Kia Picanto is the little car effort – simply display the Point of Sale supplied and download that’s set to make a big impact. the templates from the Marketing Extranet. This small car is big on personality, design and From TV to online and beyond, the campaign encourages and inspires features and comes with a clear sense of adventure: your prospects to Go Discover More, from stylish personalisation inspiring the young at heart to Go Discover More. options that make the bold design even more appealing. This third-generation model is as youthful as ever, with its compact And they can do it all from a cabin that offers more driver, format opening to reveal a stylish, spacious interior. Drivers of all passenger and cargo space than any of its rivals. ages will be amazed at its roominess, functionality and comfort, complete with a driving experience that features dynamic This guide contains everything you need to confidently get performance and agile manoeuvres. And that’s before we get into your customers excited about the All-New Picanto and its the advanced infotainment options and safety technologies. incredible features: keep it handy and read it carefully to make the most of the opportunities and increased traffic the The All-New Picanto launch is our second model launch of 2017, campaign promises to deliver. building off the excitement and momentum created by the launch of the All-New Rio. This complete guide offers all the support and information you need to maximise the opportunities the campaign creates – and to make it your own. Your dealer marketing James Curtis, materials are designed to make maximum impact for minimum Marketing Communications Project Manager, Kia UK 3 The All-New Picanto DEALER LAUNCH GUIDE Go Discover More Than a Launch! Launch Overview Bringing together compact roominess, an and mobile advertising and a fully integrated assertive impression, enhanced functionality social media campaign, complete with and dynamic performance, the All-New Kia content designed to engage and entertain, Picanto is all about driving change. and pushed out through Instagram, With a call to action of ‘Go Discover More’, Facebook, Twitter and – for the first time – this £3 million upbeat campaign calls for Snapchat. engagement from the outset and showcases We’re also partnering with Live Nation as how connected technology, space and a an official sponsor at two of the nation’s quality build make for a much more exciting biggest festivals this summer – Wireless and way to get to wherever you want to go. Lovebox, giving us a direct connection to an It’s designed to appeal widely to our impressive 230,000 millennials. demographic, growing it beyond the young Plus, don’t forget, the Free Insurance Offer to the young at heart and everyone with a is another weapon in your arsenal, giving the burning sense of adventure and fun. Picanto demographic another incentive to buy. Set to launch on 1st May, at this ambitious We’ve also created a suite of marketing Discover more about campaign’s heart is a TV campaign that is assets that you can use to translate all of the Launch Campaign vibrant and fun and will set the stage for a this activity into a strong local call to action, WATCH NOW! 360° multi-media spectacular designed to driving footfall straight into your showroom. https://youtu.be/RHZHCCVfLTA meet our audience where they are and bring It’s all in this guide: go discover how you can them along for an exciting ride. make it work for you. All of this will be, of course, further amplified with responsive web assets, targeted digital 4 The All-New Picanto DEALER LAUNCH GUIDE Key Selling Points 3 CONNECTIVITY. At the heart of the cabin is a new ‘floating’ 7” LCD touchscreen infotainment system, always keeping you one step ahead when it comes to navigation, real-time updates and more. Plus with the voice control of 2 TM TM Android Auto and Apple CarPlay , you can keep your hands on the wheel and eyes on the road at all times. DYNAMIC DRIVING EXPERIENCE. The All-New Picanto makes an YOUTHFUL DESIGN. assertive impression on the road and delivers a remarkable roominess, The updated exterior is set to steal the functionality and comfort inside. Add in 1 limelight with a youthful and energetic dynamic performance, agile maneuvers, design reflected in its stylish body a host of advanced infotainment and curves, subtle sculpting and strikingly safety technologies and the road ahead vibrant colour palette. All sure to catch becomes your very own playground on the eye and win over the heart. every journey. To learn more about the dynamic selling points of the All-New Picanto check it out here: https://youtu.be/pWEtAgeVsbg 5 The All-New Picanto DEALER LAUNCH GUIDE The All-New Picanto DEALER LAUNCH GUIDE THE STORY SO FAR THE STORY SO FAR This section details all the marketing activities that have taken place so far to help raise awareness of the All-New Kia Picanto, building excitement and generating leads & test drives with potential customers. 7 The All-New Picanto DEALER LAUNCH GUIDE THE STORY SO FAR Social Media Activity What happened? Social media reached a large, engaged audience and raised awareness of the All-New Kia Picanto, building anticipation prior to the live reveal at the Geneva Motorshow. 8 The All-New Picanto DEALER LAUNCH GUIDE THE STORY SO FAR Web Activity What happened? Online, the Picanto is already making a big impact with its own dedicated pre-launch landing page. Designed to inspire and activate customers, the page lays out all of the key features, gives a real flavour of what the Picanto is all about, and invites potential customers to register their interest. PICANTO LANDING PAGE 9 The All-New Picanto DEALER LAUNCH GUIDE THE STORY SO FAR CRM - Geneva Unveiling (announcement) email What happened? The unveiling of the All-New Picanto at the Geneva Motor Show was an incredible moment – and one that was shared widely across social media. To amplify the potential of this exciting event, we sent the 14,000 potential customers in our database an email inviting them to watch the unveiling live on Facebook. And the results were impressive: this central eDM achieved an open rate of 35.12% and click through rate of 9.32%, driving considerable traffic to the website. 10 The All-New Picanto DEALER LAUNCH GUIDE THE STORY SO FAR CRM – Email template What happened? Available right now on the Extranet, your dealer email template is an easy and effective way to build awareness of the All-New Picanto with the existing customers and prospects on your database. Packed full of information and links, a key element of the email is the unveiling of the Picanto at the Geneva Motor Show, along with highlights of the Picanto’s most exciting new features. NOW AVAILABLE The email is also designed to create excitement and on the increase recall around the all-important date with a Marketing countdown to launch day, 1st May. Extranet 11 The All-New Picanto DEALER LAUNCH GUIDE The All-New Picanto DEALER LAUNCH GUIDE WHAT NEXT? WHAT NEXT? This section details all the high profile launch marketing activities that are planned to reach the core All-New Picanto target audience as well as highlighting all the materials that have been produced to help your dealership maximise the impact of the launch in your area. 13 The All-New Picanto DEALER LAUNCH GUIDE WHAT NEXT? National TV What’s happening? using Kia connected services as they search and The All-New Kia Picanto has a consistent theme of drive to different locations, highlighting the latest adventure and fun, aimed at a younger audience it will technological features that Kia has to offer. The advert bring excitement to our demographic. We have once demonstrates how spacious the car is inside as well as again secured a strong broadcast presence with both a the high level of quality throughout. 20 and 10 second TV campaign. The TV advertisement will quickly raise model awareness and help boost When is it happening? o brand momentum. With prime TV shows being bought The TV launches with the rest of the 360 campaign into and an impactful creative we will generate a high 1st May hitting over 70+ million impressions. The impact launch. campaign continues until the end of June maintaining a strong presence on TV throughout the launch period An extension to the TV campaign will be Video on across multiple channels. Including specifically selected, Demand in order to reach our younger audience, high profile, fame spots during week one to drive alongside a long term social media campaign which will launch momentum. Video on Demand will launch on spread across Facebook, Twitter, Instagram and for the 1st May and run into August.