Date: 12th December 2022
Client: KIA UK
When Kia wanted to elevate their sponsorship of independent cinema through dealer incentives and consumer promotions, they turned to SPARK.
Kia’s sponsorship of independent cinema had failed to engage with the dealership network (a mix of Kia-owned and franchise dealerships). Kia’s marketing agency, Havas Play, turned to SPARK to help engage the dealerships through dealer incentives, education, and corresponding consumer promotion packages.
SPARK already engages with over 500 cinemas in the UK, through their discount cinema ticket platform, The Cinema Society.
The team was delighted to extend this, to include additional independent venues and created a range of off the shelf dealer promotions to allow local dealers to engage with local cinemas. This included ticket giveaways in return for test drives, educational online platforms, events, screenings and more.
The cinema ticket giveaways were replicated with dealership staff (in return for product training) leading to an unprecedented 98% dealer participation in the campaign.
SPARK also built a redemption platform for the promotion which allowed consumers to redeem vouchers quickly and easily for their local independent Cinema.
With very tight deadlines in place, SPARK’s excellent project management and unrivalled experience in cinema-based promotions, meant one very happy client!
The Kia team were so impressed that the campaign was repeated with SPARK in 2023.
New partnerships with over 180 independent cinemas, ensuring nationwide coverage for KIA’s dealerships.
Dealer engagement was the highest ever achieved by Kia
Over 10,000 tickets distributed
It’s been a pleasure working with you and the team, and I want to say a massive thanks for all the effort you’ve put into this campaign. You were always there with solutions and ready for a chat or brainstorm on the best routes forward.
Maxime Alberts – Project Manager, Havas Play
