KIA DM and Email

1. 2007 All-new Kia Rondo
CAMPAIGN OBJECTIVES:
• “SOFT LAUNCH” PHASE: To reach out to Kia Owners and Handraisers,
introducing them to “the all-new, highly enlightened Kia Rondo” — to pique
interest and drive early buying-cycle action (e.g., get them to the website
to learn more, and possibly to a local dealer to test drive).
• “LAUNCH” PHASE: To extend the concept of “Rondoism” and ask prospects
to “get enlightened.” Through both DM and EM, prospects are urged to visit Launch direct mail
Rondoism.com, and to experience the Rondo firsthand in order to “get on (exterior)
the path to Happy Driverness.” Many prospects also receive a test-drive
offer, good for a complimentary Reward ChoiceTM Certificate. (In this phase,
we reach out to Kia Owners, Handraisers, and Conquest audiences.)
Introduction email (“Soft Launch”)
Launch email
Follow-up email (“Soft Launch”)
Launch direct mail
(interior with test-drive
certificate)