#MAKEYOURMOVE: Moving Kia’s brand forward
The Australian Open 2021 marked Kia’s 20th anniversary of sponsoring the tournament, and the launch their innovative new brand platform, Movement That Inspires.
With eight key markets, we needed to overcome covid challenges to create a global campaign that celebrated these milestones and helped Kia reach their new target audience.
Using our propriety tool, HumanValues, we uncovered the subconscious motivations that drove this group. Building their love for performance and self-expression into our strategy, we set about creating an inspiring UGC campaign which was amplified further with tactical digital media partnerships,
#MAKEYOURMOVE was a socially led campaign that used digital media to invite tennis fans across the world to join in with a one-of-a-kind rally.
Led by Kia’s iconic ambassador, Rafael Nadal, the rally utilised influencers across each target market who were pioneers within their respective creative fields, encouraging their followers to submit a film and to take part too.
From scuba divers to gymnasts, choosing to return their shot in their own unique way, the campaign was a celebration of creativity that gave our audience a platform to express themselves, using movement as their inspiration.
Hitting our objectives and achieving nearly 10m views, #MAKEYOURMOVE showed the world that Kia’s new brand is a creative leader in mobility by bringing to life their purpose and creating a ‘Movement That Inspires’.
