Results and Effectiveness

During Euro 2012, from April to July, over 158,000 people became Kia’s Facebook fans, while approx. 16,219 votes were submitted for the event. Over 300,000 views were generated by entry videos with over 6,011,620 clicks for the main viral film. Overall, we were able to emphasize that Kia is the Official Partner of `Euro 2012`, and that Kia is not just a brand that builds great quality cars but also listens carefully and cares what `YOU` - the customer’s `Like`. This is the reason why Kia is the sponsor of what you like, meaning football and great quality cars.

Creative Execution

The campaign’s key message ‘Kia, the sponsor of what you like’ was not only used within the TVC, but was also used in the print ads, OOH ads, online ads, SNS(facebook) and mobile platforms- sending out a consistent single message to the consumers. A consistent key visual was also used along all media’s to emphasize the message. To increase consumer participation and awareness towards the campaign, Kia created a viral film inspired by ‘Dub-step Dance’. The viral film showed a Dub-step Dance specially performed for Euro2012 and Kia, featuring the winner of 'Korea’s Got Talent', Ms. Minjung Joo. Along with the actual film, a tutorial film was made so that consumers can watch and follow the dance and participate in the Dance contest. Among all the participants 8 teams were selected and were awarded to travel Warsaw and Poland for onsite contest and to watch soccer matches.

Insights, Strategy and the Idea

Kia Motors as the UEFA EURO2012 Official Sponsor, had the challenge to increase sponsorship and brand awareness within Europe, to maximize customers’ interest towards Kia and eventually to build a strong brand affinity among Europeans. To achieve the challenge, Kia decided to come up with a key idea/word that could evoke consumer's sympathy. ‘Like', which was also used for the Global Brand Communication Campaign launch in 2011. As Kia cars are inspired by what our future European drivers like – in which they are the fuel that influences Kia to move forward, challenging to enter into new frontiers of automotive technology and design – it makes people around the globe to say: ‘I like Kia.’ To build a positive synergy for the ‘Like’ campaign and to apply it to the football sponsorship, we came up with the message ‘Kia, the sponsor of what you like’.