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

2. 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

3. 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

4. THE RESULTS

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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 -