TRANSFORMING KIA FROM A VALUE PLAYER TO PREMIUM
Rather than tell people about the features of the car, we decided to anchor our experience in something our audience cares about more: music. We build the Kia Seltos Studios which dramatised deconstructed elements of the Kia Seltos in a way that would resonate with our audience; multi-sensory experiences that invited play.
The outer walls of Seltos Studios were built to mimic the car’s in-built Bose speakers. Neon signs and changing colours gave onlookers a first-hand feel of the car’s mood-lighting feature and drew attention from across the grounds. The hero of the activation was ‘Beat The Beat’, which brings together an amalgam of the Seltos features in a digital game that challenges guests to stomp digital tennis balls to speed up their virtual Seltos and the immersive ‘Mood Room’, which was a giphy booth that brought the innovative sound mood lighting feature of the Seltos to life, which was easily shared on the individuals social channels.
RESULTS ABOVE KPI TARGETS
- Fans Entering the Activation: +18%
- Average Dwell Time: +84%
- Promo Items Distributed: +78%
- Seltos Enquiries: +657%
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