Results and Effectiveness

Players loved Game-On. Over the campaign period, we experienced uplifts against: -Consideration – 37% -Innovation – 30% -Quality – 88% -193,000 downloads (329% over target) -#1 app in the iTunes and Playstore charts -On average, players spent 15 minutes playing, viewing 20 Kia commercials -Generated $2m of PR coverage -Organic website traffic doubled -79% of players were more positive about Kia -Most importantly, Kia achieved record January/February sales (8% uplift year-on-year; category down 4%) By putting viewers in the game we evolved the viewing experience, and in doing so, ensured Kia was the standout brand of the 2014 Australian Open.

Creative Execution

We pitted viewers against six different types of serve, placing them firmly in the game. Game-play was possible through Kia ads throughout the tennis broadcast, online at the Kia website and in experiential zones at the tennis, in CBDs and shopping malls across Australia. The execution leveraged each of our media partners. In broadcast, a potential barrier existed around players having their apps open in time to sync with our TV spots. With very few pre-defined breaks, we manufactured specific times for game-play, fusing editorial intros with the range of serves to ensure seamless in-programme editorial. Game-play spots ran within fixed proximity of commentator mentions and always first in-break, to replicate editorial content. With outdoor partners, we created designated courts extending game-play beyond the broadcast. Downloads were driven by paid social activity, with messaging matched to that day’s tournament play, ensuring Kia was augmenting the conversation rather than interrupting.

Insights, Strategy and the Idea

The business challenge was simple: Make it onto more buyers’ shortlists, using Kia’s Australian Open tennis sponsorship. We needed to distinguish the brand from a myriad of broadcast partners and resonate with fans – in a world where television viewing is fragmenting and audiences disengaging. Our insight shaped our idea: It’s every fan’s dream to be on court, though it’s impossible to gauge the true power and precision of the professional game. Therefore our strategy was to put viewers in the game, transforming traditional viewing by giving armchair athletes the chance to return the world’s fastest serve. Our idea: We created Game-On, a mobile app which turned viewers’ smartphones into racquets, synching with the TV broadcast to make the screen come to life. Game-On used audio watermarking technology, combined with the native timer, gyro and accelerometer to determine whether a player hit the ball, and how well.