Title | KIA AUSTRALIAN OPEN 2012 SPONSORSHIP CAMPAIGN |
Brand | KIA MOTORS |
Product / Service | CORPORATE IMAGE |
Category | C01. Integrated Campaign Led by Promo & Activation |
Entrant | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Entrant Company: | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Sales Promotion/Advertising Agency: | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Name | Company | Position |
---|---|---|
Scott Woo | Kia Motors Corporation | General Manager |
Sangkyo Suh | Innocean Worldwide Hq | Group Account Director |
Jay Kim | Innocean Worldwide Hq | Account Director |
D.j Kim | Innocean Worldwide Hq | Account Manager |
Taewoo Lee | Innocean Worldwide Hq | Account Manager |
Donghee Kim | Innocean Worldwide Hq | Group Media Director |
Chris Cho | Innocean Worldwide Hq | Media Director |
Haksoo Kim | Innocean Worldwide Hq | Media Planner |
Jason Cho | Innocean Worldwide Hq | Group Interactive Media Director |
Jess Sim | Innocean Worldwide Hq | Interactive Media Director |
Jeong Eun Lee | Innocean Worldwide Hq | Interactive Media Planner |
Sangsoo Jung | Innocean Worldwide Hq | Creative Director |
Hyunduk Yoo | Innocean Worldwide Hq | Art Director |
Chaeseung Lee | Innocean Worldwide Hq | Copywriter |
Hyunjoo Kim | Innocean Worldwide Hq | Art Director |
Mint Woo | Euro Sport | Channel Manager |
Having sponsored the Australian Open since 2002, Kia Motors is once again thrilled to be the Major Sponsor of the Australian Open 2012. Kia Motors looks forward to playing a key role in supporting the players and promoting the growth of tennis worldwide through numerous on- and off-site activities. As a main sponsor of the Australian Open, our objective was to enhance Kia's young and exciting brand inages and induce target cumstomer's interests during the period.
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.
• 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
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.