/ CASE STUDY. Kia Nirobot s AI-Powered Journey Across Facebook, Amazon and Google

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1 / CASE STUDY Kia Nirobot s AI-Powered Journey Across Facebook, Amazon and Google

2 / Your Speakers Nathalie Choy National Manager, Digital, Social & CRM Kia Motors America Mark Power Managing Director, USA Ansible

3 / About Ansible / We are IPGs mobile and innovation agency 350 specialists across 24 offices globally Most awarded mobile agency in the world Strategy UX & Design Media & Marketing Technology & Partnerships Analytics & Insights Marketing Innovation

4 / Approach To Innovation Our Marketing Philosophy BLOGS ADVERTISING FORUM TWITTER IN FILM / TV AWARENESS FACEBOOK TALK TO FRIEND APP CONTENT SPONSORSHIP INTEREST DESIRE ATM GOOGLE WEBSITE BRANCH ACTION WEBSITE PROMOTION CALL CENTER THE OLD WORLD THE NEW WORLD STATIC advertising DYNAMIC consumer journey

5 / Approach To Innovation / We encourage brands to explore and activate on emerging channels and platforms Test and learn early (before competitors) Platforms must have the have the potential to scale. Measure against real-world KPIs, but set expectations Secure executive buy-in Be partner agnostic until scale is proven Take the learnings and create a Playbook or a POV

6 / Approach To Innovation Recommended Budget Breakdown 10% 20% 70% Emerging Channels & Platforms New But Scaling With Proven Results Mature With Scale And Consistent High ROI Innovation Bucket Few brands are investing in innovation at the level they should be For many brands, marketers KPIs can discourage innovation (risk-taking) Based on traditional metrics CPMs, LFAs, UFAs, leads

7 / The Case For Chatbots We ve entered a period of media abundance and our attention is at a premium we call this Peak Distraction. Traditional brands must now deliver the value and utility of a service brand. Messaging consistently delivers value to consumers We ve rewarded messaging platforms with an outsize share of our attention. AI-powered experiences allow brands to build one-to-one relationships at scale.

8 / NiroBot for Facebook Messenger

9 / About Kia #1 BRAND. 2 YEARS IN A ROW Stinger Nov 17

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12 / NiroBot on FB Messenger 12

13 / NiroBot on kia.com 13

14 NiroBot 300K people like this Kia hello NiroBot

15 rich imagery & full screen galleries

16 guided discovery & charming wit

17 rich feature menus & deep linking to kia.com

18 expansive technical knowledge & step by step tutorials

19 / Winning Personality

20 / 6 min conversation with a customer

21 / Super Bowl Campaign - Pre BACKGROUND: Kia was preparing to launch an allnew crossover hybrid, Niro, Kia wanted customers to embrace the idea that the Kia Niro was indeed a #SmarterWay. OBJECTIVES: 1) Provide a unique customer experience that delivers on the promise that the Kia Niro is indeed a #SmarterWay 2) Achieve 1:1 marketing at scale 3) Find a scalable solution that would be cost effective 4) Find a new way to excite a built-in audience 5) Generate handraisers and leads 21

22 / Super Bowl Campaign - During 22 PRE-GAME Produced 3 digital feature videos featuring Melissa to extend the conversation and educate the audience about the Niro s smart technology Teased the Super Bowl videos via the NiroBot and developed the bot s language around the campaign 22

23 / Super Bowl Campaign - Post E DAY To continue engagement with the Nirobot users going we hosted a sweepstakes on the bot giving away Melissa s gear from the shoot POST-GAME In a surprise and delight, people who chatted positively about our content were rewarded with some MPG s (Melissa s Precious Gear) 23

24 / Results & Learnings

25 / Press To You Kia to Release Super Bowl Ad by Bot

26 / Accolades To You Most Original Use of Facebook Product / Service Launch CUSTOMER SERVICE Automotive Digital Agency Of The Year 2017 ANSIBLE for KIA

27 / NiroBot Achievements First US automotive Facebook Messenger chatbot and first chatbot for Kia worldwide A hybrid machine/human model that allowed users to chat with a live agent at any time during the conversation. First bot to drive viewers to the Super Bowl spot - which ended up winning both USA AdMeter and AdBlitz polls and garnered 25M+ views to date Also, leveraged the chatbot to support a Super Bowl giveaway, occurring the day after the game to sustain interest.

28 / Results 35K Unique users 1 min Average time spent 27 Messages per user 837K Engagements Lower funnel engagements Get A Quote Build And Price Inventory Look-up Request Test Drive Will hit the 1M messages mark in less than 1 year Superbowl drew a large audience into the conversation 2 x the rate from kia.com

29 / Learnings & Best Practices Humanize the experience. Proactively maintain and grow with new content. Don t send users to a dead end. Make it clear to your customers that they re talking to a bot. Leverage rich media. Having a fallback to a human is critical for high-value purchases.

30 / Challenges Discovery integrating with a media plan is key for Bots focused on sales / acquisition Need to be interoperable across platforms and integrate with customer data. Requests that are unusual or need individual handling will require more time and development investment. The need to be maintained and kept up.

31 / The Move Into Voice

32 / Moving Nirobot Into Voice Nirobot success on FB Messenger and kia.com built a solid case to push into voice Developers regularly trained the api.ai engine producing extensive learnings for voice Examined Nirobot's analytics to determine the intents to include in the voice experiences

33 / Niro for Amazon Alexa Amazon's massive NLP engine proved to be a big win. Similar to api.ai, Amazon has done a lot of the hard NLP work for developers. Testing platform turned out to be world class. Development and QA Teams moved quickly and iterated internally before bringing interactions live Light on analytics Alexa does not give you the full text of what a user says, only the intent name. Leverage AWS ecosystem of products. Applying these architectural learnings to conversational products we build moving forward

34 / Niro for Google Home Our experience using api.ai for FB Messenger allowed us to get the NLP structure in place in hours, not weeks. Leveraged the existing UX flows and most copy from the Alexa skill. Alexa and Google Home do differ in various ways; however, at their core, the experiences are quite similar Google s platform is less mature than Alexa as the platform was growing while we were developing. QA and UAT for our Niro Action had to be done by publishing the action first.

35 / Engagement Comparison Session Time Messages Per Session COMPARISON: Average time on Text ~1 minute 27 site for Kia.com is Voice 3-4 minutes 10 approximately 4 minutes Text relays information in short, digestible chunks so users are quickly able to chat across a number of items in a short period of time. Voice users were often focused on a specific topic that may have included an audio clip or to simply locate a dealer. Voice users were farther along the path to purchase (lower funnel) Voice yet to be proven as an acquisition channel

36 / The Future Of AI For Kia

37 / The Future of AI for Kia Expand the KiaBot to support all Kia models across platforms App, Web, Voice, Connected-car Leverage these platforms for customer services Communicate recalls Handle customer service requests Expanding KiaBot globally to support multiple languages and regions worldwide Streamline the car buying journey for customers Sell cars through chat and voice experiences

38 / Thank You