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.