KIA SCENT LAB

Project Type: Commercial / Social Media
Client Name: Kia Motors
Location: New York City
Website: www.kia.com

DELIVERABLES:

Development

Production

Distribution Strategy

Market Research

SAG Union Negotiations

Budgeting

Scheduling

OBJECTIVE:

Leverage Kia's standing as the Official Automotive Partner of the NBA to increase test drives at participating Kia dealerships across the country.

STRATEGY:

The campaign engages audiences with humor and inclusion — tongue-in-cheek videos introducing air fresheners made from "the uniquely pungent scent" of NBA teams — developed in the “Kia Scent Lab.” The videos end by inviting viewers to collect a free air freshener with a test drive at participating Kia dealerships. The campaign was customized for a national audience and twelve regional markets.

RESULTS:

  • Campaign videos generated more than 300 thousand online views — and counting
  • All 18,000 air fresheners created for the campaign were claimed at dealerships in less than 3 weeks
  • Videos launched across YouTube, Facebook, Instagram and NBA partner social channels
  • LeBron James retweeted the video — unsolicited — to his 35 million followers

KIA SCENT LAB

"The team did a fantastic job creating engaging content, developing the strategy, and executing on all areas of production. The Scent Lab project exceed all of our expectations and was a huge success."

- Kia Motors America

PRODUCTION STILLS

CASE STUDIES

you versus (virtual reality)

teamed up (broadcast)

analogia (experiential)

People are watching

LET'S ENGAGE THEM.