| Title | THE OPTIMA EXPERIENCE |
| Brand | KIA MOTOR AUSTRALIA |
| Product / Service | KIA OPTIMA |
| Category | A02. Mobile Applications and other Downloadable Tools |
| Entrant | INITIATIVE Sydney, AUSTRALIA |
| Entrant Company: | INITIATIVE Sydney, AUSTRALIA |
| Advertising Agency: | INITIATIVE Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Rochelle Cass | Initiative | Media Investment Director |
| Josh Martin | SMG Red | Digital Manager |
| Uma Sekar | Initiative | Strategy Director |
The Problem: Declining Australian Open Tennis (AO) ratings, competitive category and Kia brand perception. We needed to force reappraisal of the Kia Optima and the AO via engagement. The Insight/Solution: In line with our target audience’s love of technology and Kia’s need to an involved experience we developed the 1st Augmented Reality experience delivered via TV telecast, magazine and digital, literally bringing the Kia Optima into our consumer’s living room! Results • 12,635 downloads, 36,000 interactions, 101,080 viral shares • Increase search volume • Sales were 57% higher than objectives