Kia needed to launch the new rear-view camera. But we have a problem, this is a not common feature in Latin America, and the people don’t know enough about how it works, and what the benefits are.

But the biggest accomplishment of this event was achieving a great start in sales for this feature. After the race more than 1042 rear-view cameras were ordered

We needed our potential buyers to understand what the new rear-view camera benefits are and promote this feature to the car fans. So we came up with a unique and unprecedented idea: the world’s first backwards race guided only by rear-view cameras. The event was engaging and innovative for our database customers and potential buyers: they saw a surprising demonstration of our feature in extreme conditions.

By demonstrating in a fascinating and unique way the power of the rear-view camera our launching event was a success. The pilots talked in their social networks about the brand, the camera and the event in a positive way.