Telegraph Media Group in six-figure deal with Kia

TMG and Korean car manufacturer Kia have created a multimedia campaign that invites the paper's readers to scratch off a latex advert on the back cover of The Telegraph Magazine.

Kia: runs ‘scratchable’ ad in The Telegraph Magazine
Kia: runs ‘scratchable’ ad in The Telegraph Magazine

The campaign launched on Saturday with what TMG claims to be a media first on the back cover of a magazine – a scratchable advertisement with a layer of mud-like latex applied, which readers scratch away to reveal the new Kia car model.

The overall deal, understood to be worth a six-figure sum, includes six features under the headline "Finding the real...", written by Telegraph journalists and celebrities including James Caan and Alex James, who will travel across the UK visiting different British regions.

The advertorial content will run until 14 April to drive readers through to a range of weekly competitions and video content on the online hub, which will be live from 10 March to 22 June.

Matt Cory, director of TMG's creative solutions team Create, said: "We are excited to have partnered with Kia for this consumer campaign, refreshing the public's opinion of the brand and using The Telegraph’s expertise to do this in new and innovative ways.

"The 'scratchable' latex advert complements the content and theme of the campaign, shaking off old perceptions and introducing a new way of thinking."

Amy King, head of press at MPG Media Contacts, who brokered the deal, said the partnership offers innovation and an experience that "we know readers will benefit from".

Lawrence Hamilton, general manager of marketing communications, Kia Motors said the partnership with the Telegraph allows the brand to "tell a deeper story about the outstanding range of stylish and high quality vehicles we offer customers."  

The latex ad was designed and developed by Innocean Worldwide UK/D&G.

Wired magazine rolled out a "scratch off" cover for its June 2010 issue. The Conde Nast title challenged its readers to resist scratching off the ink on the cover as part of a "trust experiment".

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Rajar Q3 2014: Heart London breakfast crashes into sixth place

Rajar Q3 2014: Heart London breakfast crashes into sixth place

London's commercial radio stations have taken a pummelling to their weekly audience figures, with the big four all shedding listeners year on year and Heart's breakfast show sliding to sixth place.

Share
Rajar Q3 2014: commercial radio tightens the gap on the BBC

Rajar Q3 2014: commercial radio tightens the gap on the BBC

Commercial radio tightened the gap between it and the BBC, according to the latest Rajar audience figures.

Share
Rajar Q3 2014: Real stations keep Heart beating above 9m

Rajar Q3 2014: Real stations keep Heart beating above 9m

Heart has been keeping a tight grip on its nine million weekly listeners, according to the latest Rajar radio audience figures.

Share

Get news by email