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Selling a lifestyle

Our recent digital learning course for the all new Kia Stonic took an unusual approach – with fantastic results.
Working alongside its team, we:

  • Understood the individual product and sold its benefits in a very engaging way;
  • Delivered gamified digital learning with a real interactive edge;
  • Exceeded the client’s expectations with a top-quality treatment; and
  • Supported the client through technology migrations with expert advice.

These days, ask any marketing guru or brand advisor and they’ll say the same thing: “Sell the lifestyle, not the product”.  And they’ve got that pretty much nailed on, because marketing hinges on the appeal of a way of life connected to a product: a successful life; a confident one; individual; or energetic.

So when Kia came to us with details about their newest offering, the Stonic SUV, well, we couldn’t have been more geared up.  The brief read: “Stonic’s audience is tech enthusiasts, people who like to be active, with a keen sense of adventure. Individuality is important to them.”

We loved it already.

The Game of Life
Kia’s approach to marketing the Stonic focused on the lifestyle of its customer.

With the strapline “Live Every Moment”, and the car itself being loaded with nifty features to enhance a driver’s experience around a busy social schedule), we  came up with the theme of “The Game of Life”.

This eLearning course would follow the story of a central character matching the Stonic’s audience profile, charting milestones in his life and showing how the features of the Stonic helped him smash those milestones!

As always, we at mobedia are all about learner interaction and engagement, so we gave our users choice throughout the training module, allowing them to help our guy, Jack, with his life-altering decisions whilst simultaneously learning about the features and benefits of the car.

Learners remained at Jack’s side as he passed his driving test, used comparison websites to choose a new car (the Stonic, of course), shared his good news on social media, journeyed on trips away, explored the technology of the vehicle, bagged himself a new job, and discovered love, marriage and even a baby carriage (Iso-Fix at the ready!).

At every stage, learners had a choice on how to handle each situation, earning virtual money for correct choices as they helped set Jack up on his next life challenge.

This gamification element kept the course extremely vibrant and interactive, meaning learners were continuously engaged and ‘switched on’, for optimum knowledge absorption and retention.

Brave, bold design
The Kia Stonic is designed to match its core users’ lifestyle – it’s bold, curious, and brave.

We wanted a course to complement this, and so our designers created an energetic, vibrant course bounding with visual energy and confidence.  And, in keeping with the Stonic user profile, we incorporated a number of technological platforms into the training itself (built using Adobe Captivate).

Learners were presented with iPad activities; were tasked with interacting with the Apple CarPlay system; saw Jack share his thoughts on Facebook and Instagram; and were treated to YouTube videos of the Stonic in action.  This served not only to help the course feel modern and up-to-date, but also to evoke imagery of the target audience – a subtle way of embedding information to help in every sales pitch on the Kia shop floor.

Overcoming the inevitable
The biggest challenge was this was the first project we built entirely using Adobe Captivate.

We has made the call to move from more traditional build methods to Captivate, primarily for its ability to create courses in HTML5, fast replacing the outdated and soon-to-be obsolete Flash supported by older browsers.  Our Head of Production Adam Johnson had, by this time, become an absolute Captivate whizz, but of course there were still a few system riddles that needed solving along the way.

As all good teams do, the rest of the gang chipped in to offer support whilst any creases were ironed out, meaning our deadline wasn’t jeopardised and we still achieved our aim of providing the client with a course that would last.

“With the distribution of Flash Player stopping by 2020”, says Adam, “it became a priority for us to support our clients throughout the migration to more secure online platforms like HTML5.

Initially, that meant a headache for us – learning an entirely new software from scratch, and implementing what we learned without any negative effects on deadlines.  But, we did it.  And the learnings we have from that initial investment have served us well, with us now being able to create courses that are more interactive, engaging and dynamic.

Better courses and better results.  The build and delivery of Stonic also ran alongside another large Kia digital learning course for the Stinger. And a new scriptwriter joined our team, meaning our creative resources were handling two projects and one newbie.

But – in typical mobedia fashion – we made it work for us.

Winning at life
As always, Kia were delighted with the result, with Kia Motor UK’s Head of Training simply describing it as: “Amazing”.
The success of our Stonic course was in how its design and structure cemented the learning and target market so seamlessly.  Through taking learners on a customer journey with the Stonic at their side, the customer profile, as well as the key features, functions and benefits of the SUV, was reinforced to drive greater sales success within every dealership.

 And it was a success for the team, too.

“Getting my teeth into the production side of things straight away really was a unique experience”, says Jen, our new scriptwriter. “It showed me a lot about the way mobedia works – the way each member of the team has an important part to play, the way we support each other throughout peaks in workload, and the way we communicate across all departments to ‘flow’ a project along its natural construction path, right up to successful delivery.

“I went away from my first day thinking: ‘Wow, these people are really committed to delivering – they’re really pushing themselves.’ And after all this time, I’m pretty happy to say that opinion has been proven true!”

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