2024 Kia EV9 x Fire TV
Media Strategy / Concept Design / Campaign / Art Direction / User Experience
The Situation
Kia wanted to follow thru on the momentum of the Video Upfront campaign and support EV9 within existing partners. The goals for this campaign was to specifically target the HM audience with takeovers and premium placements not found in our current buy and generate mass awareness and consideration against EV9 model target (more upscale and affluent).
Campaign Goals
Generate mass awareness and consideration against EV9 model target (more upscale and affluent) with key events/tent poles and impactful media placements
Bring new, innovative thinking to align with EV target while considering unique and different first to market opportunities
Leverage media to expand Kia’s audience reach and interest in a way that connects EV9 with affluent audiences, EV Intenders/ SUV Intenders and reinforces Kia as an EV brand and the EV9 as the EV that is right for you
Drive users to the Kia website to learn more
Strategy
Get people aware, intrigued, excited about the vehicle, creating desire through high profile, high design, and trendsetting spaces.
Serve as a conduit to introduce new people into the brand who will be the future as Kia starts making more EV models and more expensive options in the coming years. Both need to be maintained throughout the year.
Create momentum and noise around this vehicle, continuing to reinforce the “it” factor.Build a plan that informs and effectively reaches EV9 and Hispanic Tomorrow Seeker audiences