 |
|
our work > Kia Connects with Korean Customers in the U.S. To help Kia reach out to and connect with Korean consumers living in the U.S., ESI recently worked with Kia to stage a ride and drive event at supermarkets in select cities. Using eight vehicles, Kia and ESI staged a street drive with Korean-speaking right-seat passengers and host staff who made an immediate, intimate connection with guests. All Korean-speaking staff came from Imasia, an energetic Asian-American marketing agency serving as a close working partner with ESI.
ESI’s responsibilities included conducting site advances, taking delivery of and detailing all program vehicles, procuring all the equipment needed during the event, plus setting up and tearing down the event. The project was developed in ESI’s Long Beach office.
The end result? With help from ESI, Kia provided hundreds of test drives to people who might never have had considered a Kia product had this promotion not been there. And perhaps more important, Kia made a meaningful connection with and created a memorable brand experience for the precise Korean demographic group Kia was trying to reach. Further, the ride and drive in Dallas was so successful that Kia expanded the program to Los Angeles, Seattle, Chicago and Atlanta. ESI also supports non-ride and drive events for Imasia and Kia at city festivals in New York and Los Angeles.
|
||||
