Congratulations to The Telegraph who are the winners of Best Commercial Partnership 2017
Your ‘Elevator Pitch’
Set The Scene
The Telegraph’s ambition for the partnership:
Tell Us The Story
With tough targets, and a backdrop of the most cluttered media environment of the year, we adopted a collaborative, content-led approach to communications, which engaged customers and scored on every front. What did the campaign look like?
A first for The Telegraph - combining film and gamification – we designed, filmed, built and launched a digital penalty shoot-out game featuring David James. This enabled us to engage football fans, promote the car and collect data. In Kia dealerships we hosted live events featuring ex-professional players. These enabled us to get local football fans into showrooms and to also generate 60 editorially worthy video content clips.
Launched ‘Thom Voyage’ across France. 46 daily video reports from Thom Gibbs, Editor of The Daily Telegraph’s Sport website. This enabled us to promote Kia’s involvement with the Euros to the real fans in France as well as bring to life the Euro’s with those back home.
8 half-page features across print and digital with ex-Arsenal legend and Telegraph writer, AlanSmith. This enabled us to build engagement by showcasing the greatest moments from the tournament.
Additional reach, frequency and data was gained via sponsorship of 31 Telegraph Euro 2016 emails. Print and digital display advertising, plus social added weight to the campaign and delivered constant awareness.
The Campaign ran from April – July 2016.
HUGE NATIONAL SCALE
6 million UK adults were reached
40% of these were Kia targeted PPM’s
REACHED REAL FOOTBALL FANS
214,000 unique users on the Kia Euro 2016 Hub
126,000 plays of the penalty shootout game
835,000 event & Thom Voyage video views
INFLUENCED PEOPLE LOOKING TO BUY
Consideration to purchase a Kia grew by 47%
23,500 readers details were captured
3,636 of these requested a brochure
941 requested a test drive
GENERATED £4 MILLION IN REVENUE FOR KIA
from selling 250 Kia Sportage vehicles
Best Commercial Partnership 2017 sponsored by AppNexus