Cannes Lions

KIA MOTORS

McCANN ERICKSON, Madrid / KIA MOTORS / 2012

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Overview

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Credits

Overview

Description

Kia Spain asked us to increase the notoriety of their sponsorship of Rafael Nadal in Spain out of the conventional media: print and TV Ads.

To tease the media and the fans with a story to be shared and commented, with an innovative action placed somewhere in between advertising and real life.

Then, unveil the launch of the New Kia Pro C’eed.To do so Rafa Nadal placed a mysterious ad on Mallorca’s local newspaper Última Hora with his phone number on it, causing thousands of calls and sms asking for the car. The next day, Rafa himself had to admit on his own FB page that his voice mail crashed, and placed a video in which he showcased the car, while announcing that after all the interest generated, he would be auctioning the car in eBay and giving all the benefits to his Foundation.The media shared the news and the video, and everybody went talking about Kia and Rafa.

Execution

The Execution was designed in 6 steps:1. Teasing fans and media by publishing an ad on local newspapers where Rafa Nadal tries to sell his old Kia Pro c’eed.2. Using Rafa Nadal Social Networking sites for further spread of the tease.3. Resolving the tease with a video from Rafa showcasing himself his car, and announcing that the car would be auctioned in benefit of the foundation.4. Generate interest in mass media5. Announce the winner of the auction6. Unveil the new Kia Pro C’eed Rafa Nadal limited edition.

Outcome

The results we had:+2800 calls in 48 hours+40,000 likes on Facebook (The action was geo-limited to Spain)+35,000 comments +7,000,000 impressionsMass media results are yet to be counted.

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