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Kia Technical Insight

Overview.

A Film Noir, gritty and classic aesthetic planted learners in the lead role of detective in this learning mystery for the release of Kia’s All-New Ceed! 

What.

Authentic, compelling and humorous script, carefully walking the line between education and entertainment. 

Results.

Learners gave All-New ceed a ‘world-class’ NPS score of +74.8.

Approach.

Interactive design and gamified activities delivered key learning points seamlessly and kept learners’ attention. 

Overview.

A Film Noir, gritty and classic aesthetic planted learners in the lead role of detective in this learning mystery for the release of Kia’s All-New Ceed! 

What.

Authentic, compelling and humorous script, carefully walking the line between education and entertainment. 

Results.

Learners gave All-New ceed a ‘world-class’ NPS score of +74.8.

Approach.

Interactive design and gamified activities delivered key learning points seamlessly and kept learners’ attention. 

01

The Art Of Storytelling...

Some amazing facts about learning through storytelling…

– Research suggests facts are 20 times more likely to be remembered if they’re told as part of a story;

– Stories appeal to all types of VAK learners: the 40% visual learners remember the mental images conjured by a narrative; the 40% auditory leaners remember the words spoken by characters and narrators; and the remaining 20% kinaesthetic learners remember the emotional connections and feelings provoked throughout the story. Something for everyone!

– Some research suggests that storytelling increases learner engagement by up to 70%!

Well. No big guesses as to why we decided to use a narrative for our Ceed digital learning experience, then!

02

A Family Affair

During the pre-production stage we also knew that the Kia Ceed wasn’t just its own vehicle, but was at the head of the wider Ceed family, to also feature the Sportswagon, the GT and GT-Line range, and a new ProCeed. 

And we knew that somehow, we needed to design a learning experience that was updatable with the content for the new cars as they were released. Bringing together a host of creative minds at mobedia LX led to the creation of CEED City, a noir city-scape in which we could immerse the learner to deliver key information via storytelling.  

Being a creative bunch, we knew that we had no shortage of mysteries we could work into a plot for each of these releases, with the key elements of every investigation being the features, functions and benefits of each car.

This way, we were offering our client a suite of thematically linked courses, giving learners a feeling of ‘inclusion’, of being part of the alternate universe, of being a key player in the Ceed mysteries – making learning fun, unique, and exciting!

03

Creative Learning
At Its Finest

CEED City worked perfectly. But for it to work, it had to feel authentic; all aspects of the project – the script, the voiceover, the artwork, the videos, animations and music – all had to exude the features of the noir style. As it was a bit of an unusual approach to a learning experience, the team really had a chance to excel, and the result was an immersive mystery in which learners absorbed key information through solving case files. 

After all – everybody likes to play detective, right? 

04

Feedback

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

+74.8

 ‘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.

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