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Top 6: January 30th 2019
Interactive
Kia Motors Australia: Get MeanTop 6: January 30th 2019
Introducing the all new Cerato GT in a bold and playful way, Kia Motors Australia has unleashed 'Get Mean', a fully integrated campaign to promote the sporty prowess of its new turbo-charged Cerato GT. Launching at this year's Australian Open, the campaign leverages Kia's lead sponsorship of one of the country's most anticipated sporting events.
Created by Innocean Australia, the national campaign aims to present a more provocative side to the Kia brand and moves away from Kia's more traditional tone of voice... with an unexpected creative idea that plays up to the athletic look and attitude of the all new Cerato GT: the first thing drivers notice when they press 'start' on the Cerato GT, is the mean sounding exhaust note. Featuring Kia brand ambassador and tennis champion Rafael Nadal (amongst a host of colourful characters), the campaign enlists a less broadcast centric approach with a TVC directing audiences to a fully-immersive 'Get Mean' digital gaming experience that aims to prove to players: the meaner you growl, the faster the Cerato GT will go. Creative also comes to life on court-side LED screens, along with the Get Mean immersive gaming experience ready for tournament punters to interact with in a purpose-built gaming activation booth set up at Federation Square, in the heart of Melbourne. Digital, out of home advertising, social and street posters also support the campaign.
Production Director: Warrick Nicholson |
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