Kia Motors, Australian Open 2020 Sponsorship
CASE
Study
Role: Senior Producer
Agency: Bastion EBA
Services:
Experience Curation | Event Strategy | Ideation Proposals | Visual Identity Development | Client & Stakeholder Management | Custom Build | AV & Lighting Design | Supplier Management | Merchandise | Game Design, Development & Delivery | Tech Integration | Prop Design & Build | Celebrity, Influencer & Media Handling | Staff Management | Engineering & Compliance | Bump in/ out | Stage Management | Content Production | Live Event Management & Reporting | Experience Analysis
Each year, Kia utilise their Australian Open sponsorship to launch a new car to market. In 2020 it was Kia Seltos, their first ever small SUV – a car they wanted to leverage to shift brand perceptions, drive talk-ability and ultimately increase enquiries and sales.
​
Rafa Nadal and Todd Woodford kicked off the ceremony for Kia during their iconic VIK (Very Important Key) Ceremony hosted in Fed Square; of which both media and audience attendance smashed targets from the year before.
​
3 activation sites were activated over the course of the festival period including; a Rafa selfie experience at Fed Sq, a car display in Garden Square and Kia’s hero activation; The Seltos Studios which highlighted key features of the car in a highly visual, interactive and insta-worthy way.
​
Finally, on Kia Surprise Sunday, the brands new Trick Shot Squads took to the grounds, challenging and entertaining fans with fun games and masterclasses hosted by Stefan Bojic, professional Tennis Trick shot star.
​
The campaign delivered over and above the client’s expectations and was cited as “their best year yet” with record interactions, industry coverage and brand inquiries up 657%.
​
Other Credits; Hello Sam Wright, Senior Producer | Republic Events, Build & Logistics | S1T2, Game Design & Delivery
​
​
