As the Major Sponsor of the Australian Open, Kia is always looking for surprising ways to engage with the tens of thousands of tennis fans that visit the Open daily. This year, they saw an opportunity to celebrate the opening of the new Margaret Court Arena and its retractable roof – the third such roof at the Australian open. And so, using a world-first media idea they highlighted just how big the panoramic roof is in their large SUV, the Sorento, by projecting a simple yet cheeky message onto the underside of the roof just prior to it opening.