Kia Game On
Award Category
Best Media Innovation
Agency
Initiative
Client
Kia Motor Corporation
Sponsor
Objectives
Kia was battling stagnant consideration levels despite being a major partner of the Australian Open tennis, and recording substantial increases in brand awareness. It remained a closed option to many new car buyers and Initiative sought to change this and get the automotive brand on to buyers’ shortlists. Kia is a long-term sponsor of the Australian Open but the partnership needed refreshing, to reignite buyer consideration and to connect more deeply with new car buyers.
Campaign
Initiative set out to overcome viewer switch-off during ad breaks from the tennis and to get them involved actively in the sporting action. Research showed that tennis fans often dream of being part of the game so the agency put them directly in the firing line against Sam Groth, the world’s fastest server. Mobile phones were turned into virtual tennis rackets, syncing with the TV broadcast and bringing the screen to life so viewers could play against a tennis pro. To maximise game play, Initiative housed a digital practice court within Kia’s website and experiential zones, through outdoor partners Val Morgan and Westfield, were set up at Melbourne’s Federation Square and in shopping malls across the country. The agency worked with Channel Seven to create 45-second spots featuring introductions from the network’s talent, with the intros fused with the different range of serve types to give the appearance of seamless in-program editorial. Downloads were driven through paid social activity, with messaging matched to that particular day’s tournament play, ensuring Kia was adding to the conversation and not interrupting it.
Results
Over the two-week Open tournament, the ‘Game On’ app was downloaded 193,000 times, topping both the iTunes and Google Play store charts. Players of the game spent 15 minutes using the app and viewed an average of 20 Kia ads. The campaign generated more than $2 million of editorial support and increased openness to the brand with 79% of players more positive towards Kia. Stagnant consideration levels increased by 37%, organic web traffic to Kia’s website doubled during the tournament, and test drives rose 29%. Kia also achieved record January and February sales, up 8% on the same period in 2013.
Judges Comments
The innovation turned passive viewers into active viewers. It added value to their viewing experience and enhanced their appreciation of the sport. The campaign had strong metrics in terms of downloads, app ranking, earned media, brand metrics, brand engagement and sales
