1. Situation / Most sponsorship brands use star players to gather football fans’ interest during the main tournament season for Euro 2016. Kia thought differently. What if we use the future football fans’ dreams to boost up a sponsorship ad?

2. Brief / Kia had to avoid the main tournament season and deliver its brand value that totally differentiated with other brands. Kia also had to use an endorser that is not a star player, but someone who will talk on behalf of Kia.

3. Objectives / By using Kia’s sole sponsorship asset for Euro 2016, the ‘Official Match Ball Carrier’, Kia decided to support children’s love for football.

The #KiaOMBC execution came live on every single Euro game.

1. Timeline /The viral campaign was launched simultaneously in 13 European countries on April. The entry was open for 1 month, and the announcement for the OMBC was made late May. Ultimately, children walked on to the Euro stadium from the 7th of June to 7th of July.

2. Placement/The viral film was launched on Facebook & YouTube. The OMBC entry was easily done on a special entry page made in Facebook. This helped parents post their children’s photos & videos using their private accounts. After the lucky contestants were selected, they were invited to France for a special tour & actually take part in the Euro 2016 game.

3. Scale /Kia had 16 matches to execute the #KiaOMBC campaign. Over 6435 children entered to become the next OMBC, and lucky 16 children were selected between the 400:1 competition rate.