Situation

Kia believes movement inspires ideas; and ideas can change the world. To bring this message to life in a way worldwide consumers can connect with, we needed to transform the innovation, inspiration and movement that lies at the heart of both the EV9 and our global ambassador, into a completely unique brand experience.

Brief

Launch Kia’s most innovative electric vehicle yet, the EV9, with an event to hand over the car to Rafael Nadal – our partner of 19 years. The Kia EV9 reshapes the way we move ¬¬– so we needed a concept that showcased how. A one-of-a-kind launch event that:

Objectives

1. Drives increased consumer interest in the new Kia EV9

2. Generates standout media awareness and social reach

3. Is a truly global brand experience

4. Outperforms any previous car event with our ambassador

5. Creatively pushes boundaries in a unique way

What comes to mind when you think of an electric vehicle? Whatever it is, it’s probably not the Kia EV9 - a larger-than-life SUV that improves on the spacious luxury of its gas-guzzling counterparts, but with unmatched electric performance. That’s because Kia’s philosophy is to inspire consumers to think differently, to move differently.

Icons inspire by moving differently. Just as Kia’s flagship EV9 inspires new movement on the road, Kia’s global ambassador of 19 years, Rafael Nadal, has inspired people though his unique movement on the court.

We welcomed global guests inside the immersive world of our icons in a stunning 360° experience, inspired by the EV9 and Rafael Nadal, and culminating in the introduction of a new icon that disrupted the traditional tennis landscape – The Icon Court - the world’s first shapeshifting tennis surface, here to reshape the way we move.

The tennis court hasn’t changed since 1875. The game has evolved, players have evolved, equipment has evolved, but in 148 years, the court has remained the same. What if we could reimagine it?

A new court, inspired by movement, that breaks tradition and unlocks fresh perspectives. The Icon Court is the world’s first shapeshifting tennis surface, built to enable individuals with differing abilities to play together, and to inspire better, bolder movement. Transitioning shape variations mean an expert on a larger side can face a novice on a more compact side, for a fairer and more thrilling game.

Brought to life by the stunning, immersive #TheIcon experience, we celebrated an icon in tennis - Kia’s 20-year global ambassador, Rafael Nadal, and an icon in electric vehicles – the Kia EV9.

Global guests stepped into a digital world inspired by our icons that challenged them to reshape the way we move.

In a purpose-built 20x30x8m space in Madrid on 18th October 2023, with 8 floor projectors, 16 wall projectors, 3 Kia EV9 models, and enough space for a full-size tennis court... we showcased the story of our three icons through a 360° installation.

Guests enjoyed an immersive journey; from natural virtual landscapes that inspired the EV9’s design to Rafael Nadal’s own iconic story shown on all four walls and an exclusive panel discussion, before an exhibition match on a court like no other.

Activated as Rafa unlocked his new car, and joined by Carlos Moya, the two legends took on the never-before-seen Icon Court, demonstrating infinite shapes in a shadowless digital display and cutting-edge person tracking that visualised movement.

30 PR, owned and influencer channels garnered $2.1m earned global media value, and 2 owned campaign films and 16 Nadal partner posts secured exposure over a 2-month campaign period.

Our #TheIcon event was more successful than any previous Kia car handover experience with global ambassador, Rafael Nadal. Achieving unprecedented amplification - an electric vehicle has never made so much noise.

Business:

• 15% increase in EV9 online search interest worldwide in the 30 days following the event

• $2.1m earned media value

Amplification:

• Global guests, from 8 global markets: UK, US, France, Italy, Spain, Portugal, Turkey, and MEA, with 73.6M combined follower reach

• 16 posts on Rafael Nadal’s owned channels

• 2 long-form event films shared on 5 key platforms

Social:

• 45.5M total impressions – 90x higher than previous events

• 469M estimated potential reach

• Surpassed Kia Worldwide’s previous engagement benchmark by 51%

PR:

• 1.1BN PR reach

• 132 pieces of coverage in 13 different markets

Partner:

• Rafael Nadal: "the EV9 is a different story, a different way to approach driving"