Kia leveraged its Australian Open partnership and its ambassador alliance with Rafael Nadal ahead of the 2021 tournament through a global, participatory and initiative called ‘Make Your Move’ which it describes as ‘the world’s most innovative tennis rally’.
To celebrate 20 years of partnership with the year’s first Grand Slam, the ‘Make Your Move’ creative tennis rally aims to inspire millions to move and invites fans around the world to create and share a 10-second video of themselves returning a tennis ball in the most imaginative way possible and upload it using the hashtags #MakeYourMove and #MovementThatInspires.
The most inspirational and creative winning entries will be featured in a mash-up Kia celebration film of rallying with Rafa.
Part of Kia’s wider brand #MovementThatInspire, the all-digital activation, developed with agency We Are Fearless, is being promoted via an online video led campaign running across the auto brand’s social channels, the initiative is hubbed around a bespoke website.
To celebrate our 20 years of partnership with the Australian Open, we present you with a creative tennis rally, 'Make Your Move.’
Move to inspire millions! #MakeYourMove #MovementThatInspires#Kia #Movement #Inspiration pic.twitter.com/1e4qGzpoap
— Kia Worldwide (@Kia_Worldwide) February 2, 2021
The campaign will run throughout the 2021 Australian Open and invites tennis fans around the world to be part of the virtual rally via social media (with influencer support).
The activation was developed and delivered by agency WeAreFearless and was built on insights insights uncovered by the agency’s HumanValues tool which explores and analyses consumer attitudes and behaviours to understand decision-making.
The idea for the campaign emerged from the tool identifying a ‘performative truth’ present in Kia’s audience behaviours: suggesting that audience participation is driven by consumer needs aligning with the brand’s positioning, purpose and self-expression.
Thus, Make Your Move aims to leverage a desire for creative self-expression via exploring the auto brand’s ‘Movement That Inspires’ big idea into a creative challenge.
“The launch of Make Your Move proves how creative brands can be when they harness a deeper psychological understanding of your audience’s needs and a courage to do things differently,” commented WeAreFearless Founder Garry Dods. “We can’t wait to see the rally go global with our top-tier talent taking part.”
Comment:
The campaign is one strand of Kia’s global brand repositioning which saw the auto giant introduce a new logo and a brand platform called ‘Movement That Inspires based around showing the world the potential of movement to inspire creativity’.
Link
Kia Make Your Move
https://makeyourmove.ausopen.com
We Are Fearless
Australian Open
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