UEFA Europa League partner Kia rolled out a new activation on 26 February called ‘Lift Your Dream’ which teased the upcoming 2021 Trophy Tour 2021 and leveraged its partnership with the UEFA Foundation For Children which aims to ‘level the playing field for all’.
Share your dreams by lifting an item that inspires you as we continue to donate football boots to children at the Za’atari refugee camp. Get ready to Lift Your Dream.
The campaign kicked off with a hero spot running across the auto brand’s Facebook, Twitter, Instagram and YouTube channels, fronted by Kia Trophy Tour Ambassador Robin Van Persie.
The Dutch, Feyenoord, Arsenal and Manchester United star talks about the importance of dreams and inspirations and recalls his own Europe League Trophy dream come true moment when he won the cup with Feyenoord back in 2002 when he was just 18.
The player encourages viewers to share their own dreams by sharing their inspiration, motivation using the campaign’s #LiftYourDream hashtag and join the auto brand is helping ‘level the game for all’.
Comment:
The start of this year’s activation follows on from Kia’s admirable 2019/20 Trophy Tour activation pivot which saw the brand and its marketing team flexibly respond to the pandemic-enforced reality through an imaginative, four-stranded re-interpretation of its activation programme.
The campaign also follows on from Kia’s brand refresh work activating its rights around the 2021 Australian Open.
Links:
Kia
UEFA Europa League
https://www.uefa.com/uefaeuropaleague/
UEFA Foundation For Children
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