Scope:
Product Positioning, Campaign Strategy
To launch the Kia Niro, the brand’s first dedicated hybrid, there was a need to appeal to our inner eco-warrior. Despite people’s desire to be greener, the truth is change is tough. And the path to going green is laced with inconveniences. We were here to make it easier.
We developed the Niro bot, an A.I. powered digital tool that allowed users to interact with Kia and provide a simpler way to find out information about the new model without ever having to step foot in a dealership. A tongue-in-cheek Super Bowl campaign of the rough sides of going green followed, supported, with product feature-focused relevant content that kept intenders engaged and led shoppers further down the path to purchase. The campaign propelled the Niro to Kia’s most successful product launch.
We developed the Niro bot, an A.I. powered digital tool that allowed users to interact with Kia and provide a simpler way to find out information about the new model without ever having to step foot in a dealership. A tongue-in-cheek Super Bowl campaign of the rough sides of going green followed, supported, with product feature-focused relevant content that kept intenders engaged and led shoppers further down the path to purchase. The campaign propelled the Niro to Kia’s most successful product launch.
