A car inside a bus: The first car-showroom on wheels by KIA Picanto

A car inside a bus campaign inspired by the Latin folklore of selling everything on public transport buses, Ogilvy El Salvador created “the first car-showroom inside a bus” for Excel El Salvador and its KIA brand.

 

 
“We have set out to deliver creativity that directly impacts our clients’ business results; we are at that point where our people need exciting creativity and brands that sell ideas. We are working for all our projects under this perspective,” said Enzo Bianchi, CEO of Ogilvy El Salvador.

“We are always attentive to proposing a great idea that impacts our client and his relationship with his public, guided by our vision of “borderless creativity. For this reason, we fit out a real bus, one of those that we use daily to move around the city. We developed “Kia Picanto; it fits everywhere”, and we generated a unique experience with people”, explained Sebastián Bullorini, General Creative Director of Ogilvy El Salvador.

Ricardo Sutter, Country Manager of Excel El Salvador, added: “We managed to capture everyone’s attention and bring the brand closer to everyone on public roads. The goal was to get out of the usual way where we could launch a new model, and I think we succeeded. Showcasing a new car inside a bus and taking potential buyers around town was a huge success.”

KIA analyzes replicating this action in other markets with the first car showroom inside a bus. “Undoubtedly, creativity drives the business and allows us to enhance its full scope,” concluded the country manager of Excel El Salvador.

Credits
Advertiser: Excel El Salvador
Brand: KIA
Product: KIA Picanto
Advertising Agency: Ogilvy
Campaign: A car inside a bus
Tags: Automotive Campaigns, Best Experiential Campaigns, Top KIA Ads, KIA Motors cars, KIA latest car, Ogilvy El Salvador, Innovative Experience