Background

Client: Kia Motors UK

Working together since: 2014

The requirement: Help Kia’s UK head office to communicate the latest prices, programmes and company news to its award-winning dealer network while working to challenging deadlines.

Insight

Kia dealers come in all shapes and sizes, and they often like to work differently. Regardless, it is vital that they have the most up-to-date information from head office in a way that works for them. We visited a wide range of dealers to speak to staff members – from dealer principals to sales executives – to understand what information they need, how it should be presented and how they would use it.

Owned media

There is still a demand for a physical product, particularly from the sales executives. So, we print two commercial programmes guides each quarter – an all-encompassing main guide for the dealer principals, and a stripped-down, pocket-sized version for the sales executives. The pocket version evolved to add more useful features, such as key features for each model, and the additional cost of stepping up to the next grade.  

Results

Feedback from the dealers is very positive. As a result, our work with Kia has continued to grow. We now also produce an annual aftersales guide, a customer-facing magazine focusing on fleet, and editorial content for Kia’s customer-facing website.