We wanted a fresh and surprising execution in line with Kia´s brand attributes, so we focused on unique guerilla activity. We found the perfect environment in car parking garages to grab drivers´ attention. We made drivers directly compare their own cars versus Kia by giving their cars a “voice” - even their cars prefer to be Kias. We created thought bubbles strategically placed above non-Kia cars (on the ceilings) in parking garages. 50x30cm boards were placed above competitor cars after drivers parked. When they returned, they found their car “thinking” messages such as “I wish I had a 7-year warranty...” while another bubble next to a neighbouring car read “as well as a Kia Sportage.”All activity was done in and around Vienna, Austria’s city with the highest car registrations at 845,000, and the most visited malls.

Not only did we get consumers “thinking” about Kia’s stellar seven year warranty, but also:• Awareness rose past 11%.• Sportages sold out in Austria!!• Delivery time of new Sportages was roughly 3 months because of the high demand.• 115 thought bubbles were planted throughout parking garages in Vienna and reached 58,760 drivers.