Presented by Nathan Shakespeare APN outdoor & KIA RIo Presented by Nathan Shakespeare Tuesday, 18 September 2018

KIA RIo RESEARCH OBJECTIVES 1. Measure brand impact of ad recall on awareness and purchase intention 2. Measure brand perception of kia rio in a competitive context Source: Nielsen

KIA RIo RESEARCH METHODOLOGY Ad Recaller A sample of panelists who had opportunity for exposure to the ‘Kia Rio’ out-of-home campaign was surveyed. Respondents were asked in the survey if they recalled having seen the ‘Kia Rio’ bus advertisement. The brand effect of the out-of-home campaign was analysed by comparing awareness metrics and purchase intention of ad recaller against non ad recaller. Q. Below is an example of an advertising that appeared on buses recently. Do you remember seeing any of these ads before? Ad Recaller Yes Key brand metrics were asked for Kia Rio and 15 competitor brands: Top-of-mind Awareness Aided Awareness Purchase intention No / Unsure Non Ad Recaller The brand effect was compared metrics between those who had seen the kia rio ad and those who didn’t recall it Sample size: n555 Source: Nielsen

THE RESULTS

KIA RIo RESEARCH AD RECALL AD RECALL HAD THE HIGHEST IMPACT ON AIDED AWARENESS AMONG THE TARGET OF 18 – 34 YEAR OLDS 72% v 57% non-ad recaller 72% of 18-34year olds had aided awareness of the campaign Source: Nielsen

KIA RIo RESEARCH TOP OF MIND AWARENESS A 4% point shift on unaided awareness was observed for Kia Rio moving Kia Rio into the #6 position in their competitive set. Ad recall had a significant impact on top of mind awareness for Kia (+13 percentage points) among ad recallers. TOP OF MIND AWARENESS Non Ad Recaller Ad Recaller NET Owner Light/Small/ Medium Passenger Car (N=312 / 66) 14% 27% Kia saw significant movement amongst the competitive set in terms of awareness. Note: 23% Other automotive brands were mentioned that were not included in the defined competitive set. Q. When thinking about small passenger cars, which automotive brands come to mind? Base: All respondents n=555, Ad Recaller n=91, Non Ad Recaller n=464 Source: Nielsen

KIA RIA RESEARCH AIDED AWARENESS Kia Rio’s prompted awareness moved from 7th position to 4th after ad recall. The campaign recall enabled Kia Ria to close the gap to the top-ranked Ford Fiesta, Toyota Yaris and Holden Barina. +10 Kia closed the gap amongst those who had recalled ad their awareness of Kia Rio Q. Have you heard of the below automotive models? Base: All respondents n=555, Ad Recaller n=91, Non Ad Recaller n=464 Source: Nielsen

60% of P25-34 intend to purchase a car in the next 12 months KIA RIo RESEARCH TARGET PURCHaSE INTENTION 60% of P25-34 intend to purchase a car in the next 12 months Source: Nielsen

PURCAHSE INTENTION NEXT 12 MONTHS KIA RIo RESEARCH PURCAHSE INTENTION NEXT 12 MONTHS Ad recall of the campaign shifted the likelihood to purchase a Kia Rio up 3 percentage points. This shift sees Kia Rio sitting with Ford Fiesta, Mitsubishi Mirage and Honda Jazz in terms of purchase intention post as recall. The campaign shifted the likelihood to purchase a Kia Rio Q. How likely are you to purchase the following automotive models in the next 12 months? Base: Respondents aware of each brand Source: Nielsen

Kia Rio Effectiveness Study Summary KIA RIo RESEARCH SUMMARY Kia Rio Effectiveness Study Summary The Portrait Side and Showcase transit campaign delivered on the key performance objectives. AWARENESS & PURCHASE INTENTION - HIGHLIGHTS Lift in unaided awareness for Kia Rio: up to 19% Significant lift in aided awareness: 72% ad recall amongst 18 – 34year olds Upward movement of purchase intention:3% lift in intention to purchase -