UNCOMFORTABLE MOMENTS

TitleUNCOMFORTABLE MOMENTS
ClientKIA
Product / ServiceKIA CERATO
EntrantINNOCEAN WORLDWIDE AUSTRALIA Sydney, AUSTRALIA
Entrant Company INNOCEAN WORLDWIDE AUSTRALIA Sydney, AUSTRALIA
Advertising Agency INNOCEAN WORLDWIDE AUSTRALIA Sydney, AUSTRALIA

The Campaign

To launch the feature-packed new Kia Cerato, we created the positioning “So many features, there’s never an uncomfortable moment.” This humorous premise allowed us to turn what are normally uncomfortable moments into comfortable ones.

Success of the Campaign

This is the biggest viral campaign in the brands history, and after only one month, the campaign has had over 3 Million views on youtube. While actual sales results were not in at the time of this entry, we do know that enquiry is up by 23% compared to the same month last year. All of this goes to show, that in the all - new Kia Cerato, there's never an uncomfortable moment.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

This fully-integrated campaign consisted of three 30 second TV spots, nation-wide outdoor supersites, metrolites, cross-track posters driving commuters to our Twitter promotion, a football stadium stunt in front of 30,000 people, in-car confessions recorded live and uploaded to Facebook, ambush serenades in Sydney parks, and a dedicated youtube hub where consumers could upload and compare uncomfortable moments of their own. The huge amount of content (both seeded and organic) disrupted the usually conservative volume car segment and helped us cement our positioning as an extraordinarily comfortable car.

Credits

Name Company Position
Janine Allan Innocean Australia Account Director
Simon Hornery Innocean Australia Group Account Director
Ross Giardina Dop
Belinda Dean Photoplay Films Producer
Tom Noakes Photoplay Films Director - Activations
Jack Hutchings The Butchery Editor
Simon Duggan Dop
Roy De Giorgio Finch Producer
Nick Ball Finch Director - Tvc
Tania Templeton Innocean Australia Producer
Rua Perston Innocean Australia Art Director
Matt Cramp Innocean Australia Copywriter
Scott Lambert Innocean Australia Creative Director