In association with Adcity, Flux and Primesight, Kia have just launched the first fully automated digital OOH and radio syncing campaign, building on the success of the award-winning Lucozade campaign of 2015.
Cross channel radio and DOOH synchronisation has yet to be widely used and this first ever fully automated approach is guaranteed to get the target audience's attention as Kia's advertising will simultaneously reach drivers on the road aurally and visually.
Syncing digital 48-sheets with radio playouts is the perfect way for Kia to reach their campaign objectives of driving coverage and reach of the brand nationally, as well as raising awareness of their Rio and Picanto models with targeted broadcast OOH. This campaign will be supporting Kia’s 'always on' presence throughout Q3, promoting their Rio and Picanto models, both of which offer 1 years' free insurance.
Adam Foulds, Adcity Account Director praised this latest collaborating, saying 'We're very excited at Adcity to be working with all partners involved with the Kia campaign. As a newly formed specialist within Havas, we're able to work much closer with all of the group's publishing teams, pushing cross-channel planning and integration with OOH embedded within the wider media mix. Collaborating with media owners such as Primesight and Flux is leading to great campaigns such as this one for Kia Programmes, which pushes the boundaries of automated digital OOH synchronising with broadcast radio.'
Matt Baker, Planning Business Director at Primesight celebrated the campaign 'It's great to see Kia taking advantage of the cut-through opportunities that cross channel advertising offers. We're pleased that our work on automation with Flux is allowing Adcity and Kia to make the most of the creative possibilities delivered by this multi-platform approach.'