Coming Soon

All-New Kia ProCeed

Overview.

For the final chapter in our Ceed City suite of learning experiences, we ditched the gritty noir scape, and lit up our learning in neon, sweeping style. 

What.

Focusing on the target market of this vehicle to drive staff conversations with the right people, in the right direction.

Results.

Learners gave All-New ProCeed a ‘world-class’ NPS score of +78.2.

Approach.

A learning experience filled with neon lights and style, as well as interactivity and in-depth content. 

Overview.

For the final chapter in our Need City suite of learning experiences, we ditched the gritty noir scape, and lit up our learning in neon, sweeping style. 

What.

Focusing on the target market of this vehicle to drive staff conversations with the right people, in the right direction.

Results.

Learners gave All-New ProCeed a ‘world-class’ NPS score of +78.2.

Approach.

A learning experience filled with neon lights and style, as well as interactivity and in-depth content. 

01

Product Experts

For the release of Kia’s All-New ProCeed, the rebellious final member of the Ceed family, we knew we wanted a different angle on this amazing new shooting brake. In order to become true product experts and really get a feel for the attitude of this unique vehicle, we attended the exclusive ProCeed product launch in Barcelona, getting up close and personal with the car, and even interviewing the chief designers about the concept behind this daring new release!

This ‘behind the scenes’ access gave us extra insight into the ProCeed; its concept, its target market, and its unique selling points!

02

Positioning

Each member of the Ceed family is different from the other, despite all the vehicles sharing some common ground. The Ceed, SportsWagon and GT/GT-Line/GT-Line S variants all fell within our ‘noir’-scape very neatly, and each car was given its own ‘investigation’ (often with ‘easter eggs’ or activities relating to earlier courses in the suite, just to give learners the ‘I’m in on that joke’ feeling). 

But ProCeed was a little different… 

It was a car unlike any other in the Kia family, despite being part of the Ceed group. It had a specific target market of young(ish) entrepreneurs who were very digitally active, so we didn’t feel it sat well in a film noir style course. Never perturbed by a challenge, we gave Ceed City a new nighttime identity – a glowing neon metropolis, full of urban glamour and style. In this way, we kept our courses neatly linked as part of an effective suite, but gave each car its own distinct ‘flavour’ to help learners differentiate between the products. 

03

The Customer

The introduction of ProCeed saw the introduction of a new target market, so we wanted to really prepare our learners to deal with these specific customers. We integrated key learnings into our experience which demonstrated and tested our learners’ knowledge on the ideal ProCeed customer, helping them understand their wants, desires, and motivations. 

04

Feedback

NPS scores built in to the learning experience provides us immediate feedback from the learners.

+78.2

 ‘World-class’ NPS score.

04

Feedback

NPS scores built in to the learning experience provides us immediate feedback from the learners.

+74.8

 ‘World-class’ NPS score.

Invest in your people