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Kia Belgium CEO, 7-year warranty and lie detector test
Kia Belgium CEO undergoes a lie detector test to assure consumers about the carmaker’s 7-year warranty program!
In a first of its kind marketing campaign, Kia Belgium has strapped none else but its CEO to a lie detector machine and allowed consumers to ask him questions about the warranty and other services offered by the company.
The lie detector machine was used to assure the consumers that what was stated in the ad was in fact the truth, and there were no caveats involved. The most important question asked was whether the 7-year warranty advertized by the company was in fact true.
Because no other company offers a 7-year warranty, consumers were naturally wondering whether the offer was too good to be true. To get its message of this never before offer to them the company had to take this first of its kind step. To this end, they contacted Legal Connections, a company that gives polygraph services, and asked them to hook up their CEO, Benoit Morrene.
Kia Belgium CEO & lie detector test video:
The question and answer session was done in a live webcast, where the public had the option to ask him any question about Kia cars. They did, asking him whether the 7-year warranty had any loophole, to which he replied there was none, among other questions.
The video is now available online, and makes for an interesting example of how to establish trust with consumers. The event was heavily publicized through newspaper ads, banners etc, to reach as many people as possible.
The campaign was run by LDV United from Antwerp, Belgium, and its creative director was Kristof Snels. The event created a lot of buzz, and its numbers show that it was highly successful in getting its message across to the public. According to Scripta, an independent media company, the Brand recognition for the campaign was 42 percent as against the sector average of 32 percent, and its Attribution score was 42 percent compared to the sector average of 62 percent. Its Effectiveness rating too was 11 percent higher than the sector average of 20 percent. Most impressively, its credibility rating was off the charts at 80 percent!