Multi-platform research

Insight and analysis into the roles of multi-platform newsbrands in delivering effective advertising.

Kia - The Power to Surprise

A partnership between Kia and The Daily Telegraph to drive conversation and action.

Kia had moved from a value proposition to a sophisticated modern manufacturer in a short space of time, but consumer perceptions lagged behind.

 While trust in advertising was generally waning, peer to peer recommendations and consumer reviews were becoming increasingly influential. The brand wanted to highlight its high levels of customer satisfaction by providing clear call to actions for consumers to read the customer reviews.

Kia partnered with The Telegraph in order integrate the power of genuine online customer reviews across print and online platforms with the aim to encourage new customers to re-consider Kia for themselves.

The digital elements of the partnership included a direct call to action, enabling people to click straight through to Kia's review site. Also, a series of advertorials held within the Telegraph's motoring section were designed to 'hero' Kia car owners and document their reviews of their Kias in a personal and engaging manner.

The partnership enabled Kia to follow consumers during the various stages of their purchase cycle - from consideration, to exploration, to purchase, and to further engagement – producing some impressive results.

Key findings

  • Partnering with the Telegraph enabled Kia to efficiently add incremental coverage to planned digital (+2%) and print schedules (+11%)
  • The activity drove just under 36,000 clicks within a week, performing with an average CTR 639% higher than the market average
  • Kia enjoyed its strongest Q1 performance to date, with dealer searches up 72% year on year and registrations up 12% year on year

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