If the mere presence of a logo is responsible for evoking prejudice, how would a car without one fare? And if the latter means you will then judge it based on its merits alone, what will the outcome be? This thinking was put to the test with a contest: guesswhatcar.

Opportunities whereby our target can be engaged to formulate an intimate, unbiased impression of the car were carefully designed and implemented. Press teasers, out of home posters, peek-a-boo booths, online banners, direct mailer, radio and viral video commentaries by four car ‘experts’ were developed to drive traffic to guesswhatcar.sg.

•Contest garnered over 12,000 entries making it the most successful Kia promotion ever!

•Online banners generated close to five million impressions; over-delivering by 134%.•Percentage of educated affluent who bought the Cerato Forte exceeded that of other Kia models.•Kia’s local market share jumped from 11th place in 2008 to 7th place by end of February 2009. •The monthly sales target was met in two days and an astounding 500+ units sold within a month!Such unprecedented sales made history at Cycle & Carriage Kia as Cerato Forte became indisputably the fastest-selling car since the company’s inception in Singapore!