KIA SCENT LAB
Project Type: Commercial / Social Media
Client Name: Kia Motors
Location: New York City
Website: www.kia.com
RESPONSIBILITIES:
Strategy
Creative Development
Casting
Contracts & Negotiations
Production
Editoral
Trafficking
OBJECTIVE:
Leverage Kia's standing as the Official Automotive Partner of the NBA to increase test drives at participating Kia dealerships across the country.
STRATEGY:
The campaign engages audiences with humor and inclusion — tongue-in-cheek videos introducing air fresheners made from “the uniquely pungent scent” of NBA teams — developed in the “Kia Scent Lab”. The videos end by inviting viewers to collect a free air freshener with a test drive at participating Kia dealerships. The campaign was customized for each of the twelve regional U.S. markets in which it launched.
RESULTS:
- Video generated more than 1M online views — and counting
- All 18,000 "team scented air fresheners" created for the campaign were claimed at dealerships in less than 3 weeks
- Videos launched across YouTube, Facebook, Instagram and NBA partner social channels
- Sports stars including LeBron James retweeted the video — unsolicited — to his 35 million followers
KIA SCENT LAB
“The campaign drove as mush as a 30% lift in visits to our dealerships in local markets. Weeks after it ended, people were still coming in asking for their team's air fresheners and wanting to know if the Scent Lab was a real place. That's effective content. An absolute bullseye.”
— Kia Motors America
PRODUCTION STILLS
