Best Commercial Partnership 2017

Congratulations to The Telegraph who are the winners of Best Commercial Partnership 2017

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Your ‘Elevator Pitch’

 

  1. The Telegraph was up against 30 media owners in the original pitch.
  2. Our proposal stood out for its variety of elements that were offered, over and above just reach: events at dealers, content, solid business KPI commitment, engagement, printed media, online media and social media and, for Kia, unprecedented access to talent.
  3. The campaign was a game changer for The Telegraph in delivering video & audience scale.
  4. The ideas & delivery showed true innovation and forward thinking, something we are taking into 2017.
  5. The results speak for themselves – £4 million in sales for Kia.

 


Set The Scene


Client challenge:

  1. Enrich understanding of Kia’s involvement as official partner of UEFA Euro 2016.
  2. Demonstrate the benefits of the all-new Kia Sportage.
  3. Capture data and get readers into vehicles for test drive experiences.
  4. Ultimately, sell cars.


The Telegraph’s ambition for the partnership:

  1. To further cement our position as best for Sport.
  2. Encourage new digital audiences to The Telegraph through fun, engaging and highly-shareable content.
  3. Produce more video content for our new video hub.
  4. Deliver new customer data into our business.

 


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 Results

 

The Campaign ran from April – July 2016.


It delivered:


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

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Best Commercial Partnership 2017 sponsored by AppNexus

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In Partnership with

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AOP - Association of Publishers