Game On
Award Category
Automative
Agency
Initiative
Client
Kia Motor Corporation
Sponsor
Objectives
Despite being a major partner of Australian Open tennis, and recording substantial increases in brand awareness, Kia remained a closed option to many new car buyers. Its consideration levels were stagnant and Initiative sought to change this and get the automotive brand onto buyers’ shortlists. Kia has sponsored the Australian Open for a long time and the partnership needed refreshing, to reignite stalled 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 in the sporting action. Research showed that tennis fans often dream of being part of the game, so the agency put them in the firing line of Sam Groth, the world’s fastest server. Mobile phones were turned into virtual tennis rackets, 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 of the network’s talent, fused with a 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
The ‘Game On’ app was downloaded 193,000 times in two weeks, reaching number one in both iTunes and Google Play store charts. Players spent 15 minutes using the app, viewing 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. Previously 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
Kia demonstrated great insight that was innovative and relevant. Great execution to optimise the benefits of an ongoing sponsorship.
