The Australian Open drives results for leading auto company KIA
Utilising Australian Open assets, KIA wanted to bring their new small SUV SELTOS and 'It'll move you' campaign to life and to generate awareness, desire and consideration for the leading automotive brand.
Solution:
When it comes to tennis, movement is an artform but as spectators we are inspired in other ways.
The solution for KIA to motivate Australians to consider the possibility of owning a KIA SELTOS was to use high tech collaborative executions, along with creative integrated elements across the summer of tennis.
Execution:
The partnership consisted of a KIA 360 interactive feature, which gave viewers insight into how the new SUV Seltos will ‘move you’ to life - through the discussion of player body movement, paired with a high tech analysis of the game. The AR execution created the illusion of movement within the arena, incorporating the KIA Seltos on court through the appearance of augmented reality. The use of clear brand cues ensured the KIA brand cut through with consumers.
Results:
56%
UNPROMPTED
SPONSORSHIP AWARENESS
+4% pts
BRAND CONSIDERATION
Week 1: 18%
Week 4: 37%
PROMPTED SPONSORSHIP
AWARENESS
Source: Gemba brand health study 2020.
