LOGIN REGISTER CONTACT US
SIGNS OF KOREA Publication
  • Showcase Promotion - Kia Motors

    Showcase Promotion - Kia Motors

    Kia Motors

    Creative, all start from it showcase promotion

    Real car? Can it be?

    Express bus terminal subway station is a key place where Kia motors kept in its mind to attempt a certain new trial at the beginning of advertising plan. This station features that the location is at the center of Gangnam area which has the most floating populations, and this place is for the real DOOH operation because the station guarantees the maximum exposure in grand and clean environment. So it is natural that the advertising agency tries to find way to impact more than other media.
    At the beginning stage, there were some proposals like simulator or touch screen and so on. But they decided to display the real cars because there is high interest from people in design of cars. There were no cases that displayed real cars at subway stations before, so the agency was sure about creating sensations.
    As usual, new attempt is followed by pain. To set up a showcase inside of the subway station means to solve another kinds of problems. The basic condition of this promotion is to stand out the design of cars. The ad should be well fitted to the site and also brings a public safety and public interest. Furthermore, they should prevent cars' damage from passengers' moving and not to block visitors' sight.

    Sheer torturing time and theday break of breathtaking

    When Lee arrived at the working site, he realized that it was a very tiny issue to make both Kia motors and Metro 9 happy.
    Installation at the site was a solving series of problems occurring to him a sort of 'Mission Impossible'. The first problem was how to move cars to 4th basement level.
    Absolutely, it is the easiest way to use the stairs but they are only for passengers, not cars. For cars over about one ton of weight, stairs are too narrow and steep.
    They thought to move cars through railroad from lower platform to display area. But This is just an option to concern, not a good idea because this can be done only for in short time (01:30-04:30) that train doesn't run.
    Lee said "Even though we can carry cars from railroad, cars can't go through the screen door. So we remodeled the screen door first. We asked screen door installer to remodel an available screen door to be open widely that passengers don't use. The screen door's was 4.3m wide, so how wide we remodeled, it wasn't possible for cars to go through. We also had to consider cars' damage during moving them along the steps so we had no choice but to disassemble cars as small parts as we could."
    Of course they displayed real sized cars, but they were not for real sale. Cars were manufactured only for advertisement. Even though they were made for advertisement, it doesn't mean they are light.
    Lee disassembled all possible parts that he could take out from heavy parts like engine or transmission to parts taking volume like bumper or door. Taken parts were put on the ground and car body was carried by freight train. Car body was fastened by specially made deck because it could be twisted during movement and cause malfunction of door closing.
    Lee said "It took about an hour that two car bodies went through the screen door since cars were on the deck at around two a.m. and it was my longest and desperate time in my life. As car bodies were big, we turned bodies here and there to pass the screen door. I don't want imagine because it could cause a huge problem on subway's run if we couldn't take cars from the railroad."
    Anyway, the show case was opened and virus marketing was successfully spreaded to internet blogs despite of non promotional activities.

    Every person in charge in advertising agency says that the creative is all that customers need. This cause people misunderstand that they can do anything when they get the creative. But they should realize soon that they have just taken the first step to the battlefield. As big as the promotion is, there are so many things to check out at the field.
    Especially this happens frequently on outdoor media and we will share that experience through Kia motors' new car line up promotion, model K5 and Sprotage R, at subway line 9.

Copyright (c)2006 SM Media Group INC. All Rights Reserved.