360View #026. Ian Beavis of Kia on Automobile Marketing. Part one.
Ian Beavis, Vice President of marketing at Kia Motors, is known as one of the masters of automobile marketing. He dazzled the world of advertising last year, when as the Senior Vice President of Mitsubishi, he launched the integrated TV and web campaign “See what happens.” “See what happens” was a cliff hanger TV spot that included a drive-to-web component that resulted in 11 million visits to the website within the six hours following the ad’s debut. It’s great when the client has this kind of knowledge about how to use the web and the energy to go beyond simply feeling good that he dropped a million on a back-slapping Super Bowl ad.
In my interview, Ian discusses “See what happens” along with his views on a holistic and ROI approach to marketing, the use of TV as a video asset and how important it is to think RETAIL.
This is part one. We’ll put up part two next week.
