KIA OPTIMA Mobile Product Launch

Challenge

The aim was to use the Australian Open 2011 as a platform to launch the new KIA Optima. Doing this KIA didn't simply present the car in an ordinary way, but used an Augmented Reality application created by ExploreEngage. By having people to install the app on their smartphone, they could interact with the product even after the Australian Open. This approach should extend the time of interaction with both product and brand.

Solution

Using the Mobile SDK, a 3D animation of the all new KIA Optima is triggered from a KIA logo in a TV broadcast and on screens around the venue. The user can experience the key features being able to view it in 3D triggered by the KIA logo on screen using the smartphone's camera from any angle. It can be interactively selected and compared from all its available colors. Also it is possible to see the cars specifications and to turn on and off its lights. Once triggered from the logo the animation will continue to play even if one moves away from the logo so the user has time to experience the features. Launched in conjunction for KIA who sponsors the Australian Open Tennis, this application is a major milestone in bridging the growing multi-tasking population who browse mobile and watch TV at the same time.

Conclusion

Gerrit Walters, Brand and Advertising Manager, KIA Motors Australia, said, "At KIA we are continually looking to develop innovative ways to connect and engage with people. It's fantastic that were able to launch this project to coincide with the Australian Open."