Results and Effectiveness

• More than 52million different viewers in Europe saw KIA’s advertising elements 562 Million times(vs.374 mil in 2010) on Eurosport and Eurosport 2. • Eurosport broadcasted diverse KIA branded contents 125 times, covered Kia’s activities from VIK event, Fan of Day, Amateur Tennis etc. • Average audience per KIA’s advertising element was higher than the Eurosport average audience. (34 % higher on ESP vs. 52% higher on ESP 2) • The link between a relevant creative approach, the knowledge of Kia’s association in tennis and the appeal and engagement created has driven positivity and consideration amongst the core target audience

Creative Execution

The client looks for a much longer conversation and a deeper relationship with consumer in order to increase brand awareness and familiarity by leveraging its on-ground sponsorship as major sponsor. So we developed an integrated media platform with various touch points not only for TV sponsorship but also online, mobile. Furthermore, we also created engaging and entertaining branded content which perfectly fits our theme “I Like Australian Open” by working closely with dedicated team in Eurosport. Those editorial contents were our strong asset to be exploited on other media platforms

Insights, Strategy and the Idea

Kia Motors Corporation has been expanding the scale of its sports sponsorship for some years now. Kia is developing itself very much into a sporty brand, designed to appeal to younger drivers with an emphasis on excitement and versatility. Furthermore, Kia Motors was already executing 'I Lika Kia' campaign from October. In line with the Kia's global brand campaign, our campaign theme was decided to 'I Like Australian Open'. Cooperating with one of the most powerful sports channels, Euro Sport, we developed lots of programs along with this campaign theme.