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Kia Motors

20% learner increase year-on-year

A long-term partnership

Over the past few years Kia Motors has risen to become a major player in the global automotive industry.
Its models have won numerous design and quality awards and, backed by an industry-leading 7 Year Warranty, it is well on its way to becoming a Top 5 automotive brand by volume.
With the National Automotive Dealership Association (NADA) report by McKinsey demonstrating that highly trained staff are the biggest difference between ‘average’ and ‘top’ performing dealerships, training continues to a high priority for the business.

Read on to discover how, for more than six years, we have produced eLearning courses, animations and marketing films that have contributed to Kia’s rise to become No.1 in automotive training (and achieve record-breaking monthly sales figures…coincidence?)

No.1

NFDA Rating

+80

Average Net Promoter Scores

20%

Learner increase year on year

Hugely successful

ELearning

With continual new product releases, its a huge undertaking to ensure that dealership staff are well trained.
To streamline the process we produce SCORM compliant digital modules to support all major new launches, new vehicle technology and new sales processes.
Completing these courses gives its sales executives the knowledge and confidence to effectively present its products, and conduct test drives and vehicle handovers.
Underpinned by robust objectives and proven learning principles, these bitesize courses also need to be highly engaging, offering a completely unique and memorable treatment every time.
Harnessing our expertise
There are many ways to execute digital learning content; however, we like to think we’ve got it down to a fine art.
All planning, content writing and instructional design is undertaken in-house by our scriptwriters.
Years of producing films, coupled with our experience with campaigns across a range of sectors (which is the perfect opportunity to test ideas with different demographics), gives us a unique perspective on creating engaging content.
To deliver clear, achievable learning objectives we harness best practice and immerse ourselves in the subject matter – for example, our team regularly travel the world to become ‘Master Trainers’ on the latest products and models.
Delivering new experiences
Once we’ve crafted the right treatment and script, we create amazing artwork from scratch to really complement the tone of the product.
To create immersive eLearning, it’s essential to have a mixture of interaction, video and animation.  We’ve integrated 2D and 3D cars, animated characters, videos, roleplays, entire virtual worlds…and even a granny doing Tai Chi!
Everything is then pulled together into an optimised HTML5 SCORM-compliant course, robustly tested within its LMS and distributed to hundreds of dealerships across the Kia network.
A market leader
We’ve made real connections between Kia and its dealerships with our digital learning, and achieved fantastic Net Promoter Scores (NPS) in the process.
We’re also hugely proud to be part of the Kia training team that has been voted the No.1 Automotive Training Provider in the National Franchise Dealer Association (NFDA) ‘Dealer Attitude Survey’.
This is voted for by the car dealers who actually undertake the training, with Kia placed ahead of 28 other brands that include Land Rover, Mercedes, Jaguar and Ford.

We also have to thank Kia Motors for allowing us to innovate – you need to be a forward-thinking brand to truly embrace change, and Kia’s rise to the top shows that when you lead, rather than follow, big things can happen!

Are you ready to take the plunge into eLearning, or keen to see how we can revolutionise L&D in your organisation?
What is an

NPS rating?

It measures the willingness of customers to recommend a brand’s products or services to others.
An index ranging from -100 to 100, it’s used as a proxy for gauging overall customer satisfaction and loyalty.
Any score above 0 is considered “good”, +50 and above “excellent”, while +70 and above is “world class”.
Compelling

Animation

Animations are a staple part of our eLearning courses, and occasionally they find a life outside too.
For instance, in 2012 we produced a short animation focusing on business processes and objectives.
It brought to life the true brand essence of Kia, and gained many internal advocates – so much so it was still being used five years later!
In late 2016, in recognition of its long-term success and future potential, Kia asked us to create a new high-concept animation.
It needed to be used everywhere from regional conferences to small meetings, and primarily targeted at managers in sales roles, although equally relevant to everyone in a dealership.  Most importantly, it needed to be timeless…
A new world
It was a brief we loved.
We worked with Kia to gain an in-depth outline of the key messages, then set about creating a storyline. The brief was clear – for an animation, not live video – but we knew that to effectively communicate the messaging it needed to be a character-driven.
We therefore produced a series of characters (all hand-drawn before being digitally replicated) and environments to bring the story to life; we created homes, car dealership interiors and exteriors, pieces of technology and even a dream sequence!
The unique style also included a minimalistic colour palette aligned to the Kia brand.
Continual collaboration
With our design and animation teams side-by-side in the same studio, we could work more efficiently and concentrate on the finesse of the production.
Once the scenes were ‘blocked out’, we added depth to the images via multiple focal plains, and intelligent transitions between big scenes to assist flow. Whilst we can’t publicly share the completed animation, we can you show a short extract.

“mobedia are highly creative, fabulous, truly understand our requirements and deliver exceptional customer service and content. They always operate in-budget and their end-to-end solution is an absolute work of art!”

Karen Fagan, Academy Executive, Kia Motors

Do you need a hand to tell your compelling story?
how we deliver

stylish films

We’ve also created a comprehensive range of customer-facing and internal advocacy films for the brand.
For example, we created over a dozen presenter-led ‘walkaround’ videos for its top-spec models to feature on its YouTube channel and play in dealerships nationwide.
Unforeseen challenges
The walkaround videos aligned with a traditional production schedule, where we produced scripts and storyboards before casting the perfect presenter.
However, we had the usual car-shoot quandary – to film outside or inside during Spring in the UK, when the weather can change in an instant.  Due to the sheer amount of content to deliver, we opted for a safer (or so we thought) interior.
One day before principal photography began, disaster struck – our huge warehouse location had been the victim of fly tipping, and couldn’t host us!
Our fantastic location scouts, accompanied by some logistical wizardry from Kia, found us a new 20,000 sq.ft location in a matter of hours.  Fast forward one week, and we had wrapped one of our biggest productions to date.
Going green
To support its ‘Greener Ways to Drive’ initiative, the business also needed to convert a paper leaflet into a dynamic, informative video for digital media.
Pulling in the leaflet’s distinctive, graphical art style, we used a ‘Top 10’ style music chart countdown theme to highlight the definitive ‘9 Steps to a Better MPG’.
The final video blends live footage, motion graphics and animation with a fast-paced soundtrack, using the same presenter as the product walkarounds for the voiceover to ensure brand consistency.
total views

922,423

Each film racked up a healthy amount of views across YouTube, helping to drive more traffic to the Kia website and convert more viewers into customers.
Could you harness the power of video to reach your audience?

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