KIA GAME ON

Short List
TitleKIA GAME ON
BrandKIA MOTORS AUSTRALIA
Product / ServiceAUTO
CategoryA01. Use of Technology
EntrantMNET MOBILE Sydney, AUSTRALIA
Entrant Company MNET MOBILE Sydney, AUSTRALIA
Advertising Agency MNET MOBILE Sydney, AUSTRALIA
Advertising Agency 2 INNOCEAN WORLDWIDE AUSTRALIA Sydney, AUSTRALIA
Media Agency INITIATIVE Sydney, AUSTRALIA

Credits

Name Company Position
TEAM MNET MNET MOBILE
TEAM INITIATIVE INITIATIVE MEDIA
TEAM INNOCEAN INNOCEAN WORLDWIDE, AUSTRALIA

Creative Execution

Mobile was designed at the heart of the campaign tying all channels together. Leading up to the Australian Open, users were prompted to download the app to become part of a world-first live tennis experience during the tournament. Every time the Kia Game On ads played you had the chance to return serve. Whilst intrinsically integrated into the TV broadcast, the App was created for, and played across, any screen with audio capability including PC/tablet, digital outdoor, in-shopping malls and experiential zones. Social integration and a competitive daily leaderboard kept players coming back during the 2 week Australian Open tournament.

Our second screen mobile gaming experience was a smash hit! 193,000 downloads in just two weeks! #1 on the entire iTunes and Playstore charts across campaign period. Whilst promoted only in Australia, it was played in 111 countries attesting to the innovation, technology and mass consumer appeal. Millions and millions of racquet swings. Write ups on tech sites confirmed our world-leading innovation; “Innovative technology served at a perfect place and time” Bannerblog.co.uk; “Engaging and Creative” MobileMarketer.com; “10/10” Gamespot. We generated over $2 million of editorial support and social coverage. Kia had record January sales. 79% of players more positive about Kia and associated Kia with “Innovation”. Game On has changed the Mobile landscape and has become the benchmark for second-screen TV experiences. The most common theme circulating in social media, ‘We want to see more Kia ads’!

To introduce prospective car buyers to the Kia brand and increase brand association with traits like ‘quality’ and ‘innovation’ we were challenged to leverage Kia’s Australian Open Tennis sponsorship. Our insight was that at home fans had no real sense of the power and precision required to play professionally. To really engage the 1 million+ viewers at home we wanted to change the tennis viewing experience, and transform passive TV viewers into active participants. Indeed we would put them directly in the firing line against the world’s fastest server, Sam Groth (@263 kph). But playing against an actual Tennis champion at realtime speed during a TV broadcast had never been done before. We combined complex technologies, including cross-device audio watermarking with accelerometer and gyrometer to build a brand new gaming experience we called Game on It’s a world-first App and technology that turned players’ mobile phones into virtual tennis racquets

Links
Mobile URL   |   Additional URL 1   |   Additional URL 2