Kia : Nirobot

Buying a car is one of life’s major decisions and a very personal one. However marketers typically default to mass marketing tactics – showing that same TVC, print ad and online banner to everyone. They rely on their salespeople to answer all the tricky questions – however consumers aren’t very trusting of salespeople. They are visiting dealerships only 1.5x prior purchase nowadays versus 6x only a few years ago. Instead, they’re making their car purchase decision after trawling through online information and relying on the advice of their friends who have a passion for cars. Our idea was to be that friend… through millions of conversations – all powered through artificial intelligence and with a sense of cheekiness not usually found in dealerships. And so we introduced everybody’s new messaging friend, the “NiroBot.