THE ASK
Design an immersive experience at the 2024 Canadian International AutoShow, with special attention to Kia's award-winning EV9 taking center stage, followed by the unveiling of the first-ever 2025 Kia Carnival Hybrid.
THE OBJECTIVE
Orchestrate a progressive educational experience at the 2024 Canadian International AutoShow, with the objective of captivating consumers' attention and compelling them to visit Kia's booth, achieved through the illumination of our diverse vehicle lineup, innovative features, and pioneering EV sustainability initiatives.
HIGHLIGHT STAGE.
This 4-minute video, showcased above the booth's rotating stage, presents Kia's electrified and ICE lineup in an inspirational light. Kia is enhancing its electrified vehicles with more options, designs, performance, and functionality, exemplified by innovations like the E-GMP platform and Kia Connect, and featuring vehicles like the first-ever EV9 and the product-enhanced Sorento.
EV eDUCATION ZONE.
The EV Education Zone at the 2024 AutoShow informs attendees about Kia's core sustainability values through an innovative and interactive exhibit. With its unconventional design, The Kia EV Experience invites attendees to engage directly with our message. We showcase the exemplary EV9, Kia’s E-GMP platform, future electric vehicle lineup, and the evolving Canadian charging infrastructure.
Attendees grab the EV plug from its holder and connect it to one of the three distinct content streams. Guided by synchronized LED lights, each stream dynamically comes to life as light travels through the LED veins, activating the selected content. This immersive journey offers attendees a captivating and unexpected exploration of Kia's sustainability initiatives.
PERFORMANCE ANALYSIS
Attendee survey data from the Canadian International Autoshow revealed Kia's campaign as a standout success. Kia achieved the highest consideration uplift among in-market visitors, outperforming all volume brands in Canada by three times the average uplift for all exhibiting brands.