Automotive dealers tend to use local press and direct mail to deliver against their sales objectives. Local search would be a much more effective medium, but sometimes dealers lack the skills to implement such campaigns. Kia and Havas Media Group used DoubleClick to enable running local search campaign for 180 dealers. Results were phenomenal: +10% growth in retail sales for the business, as well as earning the UK Search award for Best Local campaign.
Approach
A keyword & destination strategy to facilitate awareness at national level and action at local level, across all stages of the consumer journey
Goals
Increase awareness of Kia dealers to grow traffic to dealer websites from in-market car buyers
Increase footfall
Drive retail sales
Results
+10% growth in retail sales
UK Search Award for best local campaign
