World Cup™ Advertisers Kia, Volkswagen Had Greatest Influence On Car Shoppers,
According To Kelley Blue Book
Automakers Advertising in World Cup Doubled Search Activity over Industry
Average on KBB.com
IRVINE, Calif., July 28, 2014
IRVINE, Calif., July 28, 2014 /PRNewswire/ -- Riding the wave of soccer fever
that swept the nation, automotive companies that advertised during the World
Cup 2014^® experienced twice as much growth in consumer interest on KBB.com
compared to automakers that did not advertise during the event, ^ 1 according
to Kelley Blue Book www.kbb.com, the only vehicle valuation and information
source trusted and relied upon by both consumers and the automotive industry.
The greatest traffic surge occurred the week the U.S. Men's National Soccer
team competed against Portugal and Germany, as many Americans tuned in to the
Kelley Blue Book Logo.
"By creating entertaining, soccer-specific commercials, World Cup automotive
advertisers Kia, Volkswagen, Hyundai and Nissan successfully generated
interest around their brand and models, driving consumer research activity on
KBB.com," said Arthur Henry, analyst for Kelley Blue Book's KBB.com. "Each
advertiser also highlighted elements of the game that were relatable to the
casual American soccer fan."
Percent Increase of KBB.com Searches for Automakers Advertising During World
Brand KBB.com Shopping Increase
Kia and Volkswagen tied for first place in this year's World Cup ad game.
FIFA's official automotive partner Kia along with Volkswagen both increased
nearly 20 percent in new-car searches on KBB.com after their respective ads
aired, which was more than any other automaker advertising during the soccer
series.^1Kia's commercials featured Brazilian supermodel Adriana Lima, and
the brand experienced a similar traffic surge on KBB.com when Lima previously
starred in the automaker's commercial that aired during the 2012 Super
Bowl^®. Volkswagen's consumer interest likely surged because the German
manufacturer benefits from its large following among soccer fans.
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^1The percent increase of the automaker's new-car searches on KBB.com during
the third week of the World Cup (June 22-28, 2014) compared to the second week
of the World Cup (June 15-21, 2014).
FIFA and World Cup 2014 are registered trademarks of FIFA, Super Bowl is a
registered trademark of the National Football League
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