Automotive brand Kia has used an experiential event with digital advertising to showcase its new Stinger model at Waterloo rail station, one of London’s busiest stations. The event uses virtual reality technology to give consumers a taste of what it’s like to be behind the steering wheel. The campaign, running from 05-February to 18-March, is one of Kia’s largest marketing activations to date, using the Kia Stinger to challenge customer perceptions of the brand.
The station takeover is centred on an ‘experiential stand’ including VR experience, a chance to explore the car and enter a competition to win a track day driving it at the national circuit in Silverstone.
Digital ads are running on JCDecaux’s ‘Motion’ mega-screen, the station’s two Transvision D48 panels and floor vinyls. There’s also a social media campaign across Facebook, Twitter and other platforms.
“By showcasing the Kia Stinger in this type of environment, our aim is to expose the car to new audiences, ultimately showcasing the brand in a different light,” said David Hilbert, marketing director at Kia UK. “The Kia Stinger is a real halo product for us, focused on design and the pure joy of driving. By taking the Kia Stinger to the public, we are able to show first-hand the quality of a Kia.”
Thanks to Mobile Marketing Mag for editorial.