THE OPTIMA EXPERIENCE

ClientKIA MOTOR AUSTRALIA
ProductKIA OPTIMA
EntrantINITIATIVE Sydney, AUSTRALIA
Type of EntryMobile
CategoryA02. Mobile Applications and other Downloadable Tools
TitleTHE OPTIMA EXPERIENCE
Product/ServiceKIA OPTIMA
Entrant Company:INITIATIVE Sydney, AUSTRALIA
Advertising Agency:INITIATIVE Sydney, AUSTRALIA

Brief Explanation

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

Credits

Name Company Position
Rochelle Cass Initiative Media Investment Director
Josh Martin SMG Red Digital Manager
Uma Sekar Initiative Strategy Director