To say that Latinos are passionate about soccer is one of the great understatements. alPunto took advantage of Kia’s 2006 World Cup sponsorship to increase brand awareness and share the love of futbol.
Challenge:To capitalize on Kiaʼs World Cup Sponsorship, increase brand awareness, and drive online and show- room traffic through gathering customer data.
Solution:The core of the campaign was a Kia World Cup web site, with landing and introduction pages, and a customer data page where in exchange for submitting information about himself. Soccer fans could stay updated in the latest news, game schedule, and every else to know about “futbol”. Webpage allows “foils” for the fans to cover what they were watching if caught at work, by the wife or the kids. The soccer fan could also enter to win big prizes, including a Kia.
Results:alPuntoʼs online campaign was one of Kiaʼs most successful Hispanic online campaigns ever, delivering the highest number of unique visitors and click-throughs to the Kia web site that Kia had experienced via an online portal.