As part of its repositioning in early 2021, Kia has modernized and revamped its corporate identity, its advertising presence and, with its attractive and innovative products, its design language. This repositioning seems to be well received: According to data, Kia is one of the fastest growing brands in Europe and also in Switzerland. The current campaign is designed to provide a new and experiential approach to Kia with a 24-hour test drive that appeals to all the senses.
More time for experiences
A normal test drive usually lasts a few hours at most. With the "Kia 24-hour Experience," interested parties can test and enjoy their personal dream model by every trick in the book: Design, technology, comfort, driving experience. This starts with a simple reservation of the desired model: On a specially set up platform, the desired model, desired date, and the start and end time of the test drive can be booked bindingly with just a few clicks and without lengthy back and forth.
Sensual imagery
The basic idea of the campaign refers to the experience of being able to experience all the benefits of a Kia for a day in all kinds of situations. To feel the performance. To discover the technology and the easy access to it. To enjoy the comfort. To explore every single detail. Carried by a visual language that is actually reserved for sensual shots of human bodies, various subjects are intended to evoke a unique desire. The image content is supported by short, catchy headlines that invite you to experience Kia with all your senses in every respect.
In order to achieve the greatest possible reach throughout Switzerland, various subjects will be displayed in a national billboard. In addition, other subjects will appear in various channels and be used at the POS. The overall communication package also includes a radio spot, moving image formats, various direct customer communication media, and an incentive that is handed out together with a customer questionnaire after the test drive.
Responsible at Kia Switzerland: Javier Blanco (Head of Marketing), Claudia Trombini (Media & Communication Specialist), Ivan Hohler (Communication Specialist). Responsible at Emil Frey Digital: Afshin Etesamifar (Art Direction), Marcel Elsener, Lukas Schmid (Text, Concept), Guillaume Borel (Creative Direction), Fernando Gort (Consulting), Nicole Kämpf, Roger Shanmugalingam (Desktoppublishing), Andreas Novosad (Digital Marketing). Production: Pixelgenau Consulting (development and screen design), Gian Paul Lozza (photography), Oliver Schmocker, UKO, Jingle Jungle (radio spot).
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The Emilfrey.ch website offers a wide range of services. Interested parties can find and buy a new car, discover leasing offers and new mobility solutions, take out online driving insurance, book various services or get advice from experts.
The idea of making the website the "successor" of the Geneva Motor Show, which has not taken place since 2020, is based on this comprehensive offering. Emil Frey Digital has developed a campaign from this, which uses a wide variety of online and offline channels to showcase the website as the Motor Show of Switzerland. With all the offerings you would want from a motor show, and beyond that with all the advantages that an online platform offers you.
An initial subject takes on the task of making Emilfrey.ch known nationally as the car showroom of Switzerland. To optimize the impact of the campaign, it is continuously monitored, analyzed, and, if necessary, sharpened and further developed. The initial motif is played out via a nationwide poster campaign, social media channels, YouTube, display banners, search background, integration into the current website, and POS activities.
Responsible at Emil Frey: Henri Lyon (Marketing Manager), Valerio Ghezzi (Project Manager), Eurolinda Beluli (Marketing Assistant). Responsible at Emil Frey Digital: Lajos Vizner (Overall Responsibility), Guillaume Borel (Creative Direction), Dominic Koluder (Head of Consulting), Melanie Herbst (Head of Retail Consulting), Sina Grieder (Consulting), Marcel Elsener (Text), Afshin Etesamifar (Art Direction), Anna Gontar, Tobias Kramer (Graphics), Lucien Gacond (SoMe), Björn Strub (Webmastering), Nicolas Striebel (Analytics), Marion Burner, Florian Schölly (Production), Reto Rindlisbacher (Animation).
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"The Citroënist" was a small analog info brochure from Citroën that was published annually and reported on electromobility, presented Citroën's electrified models, and provided information about interesting offers from Citroën. In the course of a redesign, the Zurich-based communications agency Emil Frey Digital has now transformed the info brochure into a digital magazine. The name: The Citroënist, the digital magazine on Ë-mobility.
At citroenist-mag.ch the magazine focuses not only on making electromobility easier to understand and clearing up misconceptions, but also on making the visions and ideas of Ë-mobility from Citroën even more tangible - key words here: Citroën AMI and the Citroën oli concept car [all-ë]. In addition to knowledge and tips about electromobility, the electrified models - passenger cars as well as commercial vehicles - are also a central element. They are presented in eight short videos by two Swiss female car testers in a charmingly humorous way. The videos were conceived and realized by Emil Frey Digital especially for the new magazine.
Accompanying digital campaign
In addition, the creative team developed a nationwide attention-grabbing digital campaign consisting of an e-newsletter, several native ads and various social media activities, alongside various measures for the garage owners. These include two organic teasers followed by organic posts, post ads, stories and story ads. A homepage slider on the Citroën website also draws attention to the digital magazine.
Responsible at Citroën Switzerland: Vanessa Maruccia (Head of Marketing), Raphael Fasler (Marketing Specialist Aftersales). Responsible at Emil Frey Digital: Tanja Thurnherr (overall responsibility/consulting), Frédéric Nogier (art direction/concept), Oliver Glitz (text/concept), Tobias Kramer (graphics), Laura Backhaus and Mark Honeyball (analytics), Sophie Brodin and Yann Grinwald (digital marketing), Peggy Hutter (translation/proofreading coordination), Hattenberger Partner (development and screen design), Megan Kohler & Carla Welti (video protagonists), Pascal Berger (video & photography).
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Emil Frey customers can not only buy or lease their new car, with the "Move" car subscription they can also subscribe to it. In this way, the car can be adapted to the respective life situation or current need. At Emil Frey, this is called "Abomobilität. However, this offer is still too little known. A comprehensive campaign, particularly in digital media and at the POS, is intended to change this and increase awareness of and interest in Emil Frey Move.
There are various reasons for choosing the car subscription. These differ according to target groups, but also according to season or experience. The campaign should address as many of these target groups as possible with their wishes for Abomobilität.
Emil Frey Digital has implemented this variety of subjects for Move by means of a text campaign. The short and crisp content is implemented in a typography that corresponds to the message, which is intended to provide additional emotionalization.
The campaign will be deployed from April 2023, primarily via target-group-specific digital channels, but also at Emil Frey dealers and via e-newsletters and invoice inserts.
Responsible at Emil Frey Move: Patrick von Bachellé (Head of Subscription/New Business). Responsible at Emil Frey Digital: Guillaume Borell (CD), Gian Maurizio (AD), Marcel Elsener (text/concept), Fernando Gort (consulting).
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The new website of Emil Frey Switzerland, implemented by the communications agency Emil Frey Digital, has been awarded the German Design Award Special 2023 in the category "Excellent Communications Design Web". This is announced by the company in a press release.
Under the domain emilfrey.ch, Switzerland's first online vehicle store with digital payment can be found - and in this way combines "almost 100 years of company tradition with top modern functions," as the company further notes in the announcement. The "tension between modernity and tradition is reflected in a clear and flexible design system that makes it easy for users to find their way around on all devices. In addition, the distinctive brand image is combined with an airy user interface, providing a consistent and modern design experience."
Lease, buy or rent cars: The digital car dealership experience makes these processes "faster and easier than ever before". Philipp Rhomberg, Chief Digital Officer (CDO) of the Emil Frey Group, says: "With online car buying, we are underlining our digital expertise and coming a big step closer to our goal of digitizing the car dealership for the benefit of our customers." This is precisely what the jury of the German Design Award recognized and honored.
Responsible at Emil Frey Group: Marcel Guerry (CEO Switzerland), Philipp Rhomberg (CDO), Daniel Roth (Branch Management Switzerland), Henri Lyon (Marketing Services Switzerland). Responsible at Emil Frey Digital AG: Dominic Koluder (overall responsibility), Phu-Vinh Pham (consulting / project management development), Sina Grieder (project management content), Frédéric Nogier (art direction), Oliver Glitz (text), Pixelgenau Consulting GmbH (development), Create Next GmbH (design).
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