‘Adlive’ is developed in-house by Amscreen and will give Kia’s UK dealerships the chance to personalise national advertising campaigns, tailored for their local markets through adverts placed in petrol station forecourts that will help drive customers directly through their doors.
Adlive will provide Kia dealers the ability to modify a selection of branded adverts to feature their dealerships contact details and then deliver this across multiple digital screens in petrol station forecourts all within a matter of minutes.
Individual dealers are also able to select their specific local catchment areas and plan varying weights of campaign all through a single online portal.
Kia’s dealer marketing manager, David Hart said: ‘Driving customers to their local dealer is key for us, and by using the Amscreen network, we are able to involve local dealerships in the advertising process whilst still maintaining a unified message. Working with Amscreen allows us to communicate our message to a large audience and their FNC technology ensures that this message is localised so that our dealers can achieve the best results possible.’
The campaign, and platform represents the first time a brand has been able to instigate a UK wide digital campaign with a degree of locally controlled content. For the individual Kia dealerships, this provides a cost effective addition to local press and radio with minimum wastage.
Amscreen CEO, Simon Sugar, said ‘We’re so pleased to launch this platform with Kia – our huge weekly reach of 20 million adults in forecourts provides us the scale to be able to segment our portfolio to support Kia’s regional dealers ensuring messaging is locally relevant but maintains a consistent national brand presence. We’re confident this new Adlive platform and approach will translate well for a number of other brands in the future.’
Amscreen Chairman Lord Sugar, said ‘Kia and Adlive are showing the true potential of digital outdoor by simply bringing the flexible targeting capabilities of online and combining it with the stature and stand out of digital out-of-home. I hope to see our unique Flexible National Content and now Adlive platforms changing the way brands think about our business and outdoor as a whole.’