Campaign details

Brand: Kia
Brand owner: Kia Motors America
Lead agency: Canvas Worldwide, T Brand Studios
Contributing agencies: Innocean Worldwide
Country: North America
Industries: Mid-size, large family cars
Media channels: Events & experiential, Mobile & apps, Online display, Social media, Virtual & augmented reality
Budget: 3 - 5 million

Executive summary

In this immersive experience for the Kia Cadenza, we set the stage for a new way for consumers to connect with the brand through media. Leveraging innovative technology, the Cadenza itself became the multimedia platform through which people could participate in the story, compose music and take a deep dive into the vehicle's design.

With this campaign, we showed customers a new side of media and Kia – a richer "third place", to ignite a passion that is distinctly lacking in both the typical advertising environment at home and at the dealership.

Market background and context