Kia beat off the competition to pick up Gold at this year’s Point of Purchase (P.O.P) Awards for their lively and fun point of sale dealer merchandise - based on Kia’s animated cartoon family.
Kia and its partner Pro-Action worked closely together to develop the award winning material that now automatically qualifies them to enter the Point of Purchase Advertising International and European Awards in November.
This inventive point of sale merchandise is designed to give Kia dealers a uniform image whilst allowing potential customers full access to specifications, pricing, marketing offers and environmental information on the Kia range.
The panel of judges, made up of top industry professionals, highlighted the value of this Kia and Pro Action partnership: "Fitting in neatly with Kia’s above-the-line campaign, this P.O.P system reinforces the look and feel promoted by the Kia brand, along with its ‘value-led’ price propositions".
Kia’s ‘Think About It’ marketing strategy has become popular since the launch of the award winning Picanto TV advert and runs through all of Kia’s national and regional marketing activity.
Paul Williams, Managing Director of Kia Motors (UK) Limited said: "The family of characters, designed for Kia by cartoonist Pete Fowler, couldn’t have been brought to life in our showrooms without the help of Pro Action. With our bright and visible merchandise our customers are encouraged to take a fresh look at why they are buying a car."Published 25 October 2005