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Kia Motors Australian Open 2019 Sponsorship

CASE

Study

Role: Senior Producer

Agency: Bastion EBA

 

Services:

Experience Curation | Ideation Proposals | Client & Stakeholder Management | Custom Build | Supplier Management | Merchandise | Game Design, Development & Delivery | Tech Integration | Staff Management | Engineering & Compliance | Bump in/ out | Stage Management | Content Production | Live Event Management & Reporting | Experience Analysis | Event Photography

Kia Get Mean Federation Square
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In 2019, Kia launched their new Cerato to market alongside their Australian Open sponsorship.

 

The campaign leveraged their ATL campaign “Get Mean” and consisted of 6 activations rolled out across 3 core sites.

 

Kia’s VIK Ceremony launched the 2019 AO partnership in Fed Square with Rafa Nadal signing a limited addition, off market Cerato. The car then took centre stage at the Kia live site alongside the Kia’s Get Mean activation stand that challenged fans to roar and growl as loud as the new Cerato engine.

At Southern Cross station, Kia street teams raised awareness of the cars and offered free test drives to the AO grounds.

 

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As a transit hub for regional fans, the activation drove Kia’s reach beyond that of years before with the test drives resulting in direct sales.

 

Once inside the grounds, Kia fans could admire a car display in Garden Square before heading to the Grand Slam Oval to take part in the custom-made Kia Carpool Karaoke experience. Finally a series of activity at the Kia live site in Fed Square, on grounds and in stadium celebrated Kia’s Surprise Sunday.

Other Credits: Bestoh Productions, Build | S1T2, Game Design and Delivery

Kia Test Drives
Kia Grand Slam Oval AO 2019
Kia Surprise Sunday Federation Square
Kia Grand Slam Oval
Kia Test Drive 2
Kia Surprise Sunday Garden Square
Kia Grand Slam Oval
Kia Get Mean Activation, Federation Square
Kia Surprise Sunday Federation Square
Kia Tennis Live Site 2019, Federation Square
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