Kia winter campaign - choose your price.
The coolest Kia winter check-up of all time!

The coolest Kia winter check-up of all time!

Confident headline. Confident offer

That’s new: Kia dealers and workshops do the “check-up” and clients set the price. With this winter service campaign, Kia set new standards again in Germany and gave people something to talk about – in the industry and especially between dealers, workshops and their customers. The campaign was conceived of and implemented by SNOOK Frankfurt – B2B for dealers and workshops and B2C for customers with an emphasis on sectors 1 and 2/3.

Why have a winter check-up where you can choose the price?

„Ein Wintercheck mit freier Preiswahl ist ein unglaubliches Serviceversprechen – die perfekte Ergänzung zu unserem 7-Jahre-Kia-Qualitätsversprechen aus dem Neuwagenbereich. Wir waren sofort von dieser Idee begeistert, gibt sie doch unseren Händlern und Werkstätten die Chance, selbstbewusst und direkt über ihre Leistungen, ihre Kompetenz und Kia Original Qualität zu sprechen“, berichtet Ralf Ploenes, Direktor After Sales von Kia Motors Deutschland. „Bei der freien Preiswahl stehen soziale und nicht etwa rein ökonomische Aspekte im Vordergrund. Die Kunden werden zum Nachdenken angeregt: Was ist mir die Leistung wert? Was zahlen andere? Was ist ein fairer und gerechter Preis? Das sind die zentralen Fragestellungen, die branchenübergreifend den Erfolg der Methode ausmachen“, unterstreicht Thomas Hofmann, Client Service Director bei SNOOK Frankfurt.

Customers are requesting direct reception.

You will only find Kia original quality at Kia dealerships and workshops: “We delivered another building block for our quality drive with this year’s winter campaign and the “coolest Kia winter check-up of all time.” The campaign consistently placed what we have always sought to establish in our service network at the centre: Kia direct reception. It makes sense when it comes down to transparency, trust and satisfaction,” said Ralf Ploenes.

According to the study published in July 2013 by the Institute for Automotive Economics (IFA) in Bad Homburg, today nine out of ten customers expect a thorough check-up of their vehicle during a workshop visit – around 87 per cent would like to be present during the inspection and diagnosis. Over half of the customers would even be ready to voluntarily pay on average €20 for an objective, written documentation of their vehicle status.

Eye-catching and personalized for dealers and workshops.

The heart of the Kia winter campaign 2013 is two direct mailings for sectors 1 and 2/3. While the mailing for the sector 1 audience was focused on attractive winter accessories, winter packages and, for example, complete winter tires, for the sector 2/3 audience service specials for various inspections as well as specials for reasonably price repairs were on the list. The mailings also contained the winter check-up customer cards, which allowed customers to set the price. The campaign was also complemented by eye-catching POS packages as well as templates for dealership-specific ads and online advertising.

You can only experience the “coolest Kia winter check-up of all time” at participating Kia dealerships and workshops.


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