Ogilvy Colombia Rearview Camera Race by Ogilvy & Mather Bogota for Kia

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Ogilvy Colombia Rearview Camera Race

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Industry Cars
Media Ambient
Market Colombia
Agency Ogilvy & Mather Bogota
Art Director Camilo Ruano - Andres Hernandez, Andrés Mauricio Moreno - Maria Fernanda Henao - Juan Felipe Dueñas, Mario Virgüez
Copywriter Ivan Mejia, Ivan Rivera
Editor Edwin David Studio
Released May 2012

Credits & Description

Category: Best use or integration of experiential events
Advertiser: KIA MOTORS
Product/Service: REARVIEW CAMERA
Agency: OGILVY & MATHER COLOMBIA
Vice President - Creative: John Raul Forero (Ogilvy & Mather Colombia)
Head Of Art: Juan Pablo Alvarez (Ogilvy & Mather Colombia)
Creative Director: Camilo Ruano (Ogilvy & Mather Colombia)
Creative Director: Ivan Rivera (Ogilvy & Mather Colombia)
Art Director: Camilo Ruano (Ogilvy & Mather Colombia)
Art Director: Mario Virguez (Ogilvy & Mather Colombia)
Art Director: Maria Fernanda Henao (Ogilvy & Mather Colombia)
Copywriter: Ivan Rivera (Ogilvy & Mather Colombia)
Copywriter: Ivan Mejia (Ogilvy & Mather Colombia)
Account Manager: Fabio Quiroga (Ogilvy & Mather Colombia)
Production Company: Rhayuela (Rhayuela)
Music: Real Music (Real Music)
Credits: Oruga (Oruga)
Editor: David Studio (David Studio)
Agency Producer: Gala Vence (Ogilvy & Mather Colombia)
Agency Producer: Angela Murcia (Ogilvy & Mather Colombia)
Regional Creative Director: Juan Jose Posada (Ogilvy Action Colombia)
Media placement: Event - Live And On Line - 10 - 03- 2011

Campaign Description
Most of the brands use events as a part of their communication.
Because of this, we created a unique car event never seen before: the world´s first backwards race.
To achieve this, we had to comply with all the security measures of the Colombian racetrack, such as how to assure the life of pilots and the audience, and count with preventive measures like the fire department and ambulances.

Effectiveness
Kia needed to launch the new rearview camera. But we have a problem, this is a not common feature in Latinamerica, and the people don’t know enough about how it works, and which is its benefit.

So we wanted everyone to understand what it was about and we did it at the obvious car event: a race, but not that obvious.
We created the world´s first backwards race guided only by rearview cameras a unique and non-precedent event for our database costumers and potential buyers.

Implementation
We invited our database clients and potencial purchaser a unique and non-precedent event: the world´s first backwards race guided only by rearview cameras. An so impactful activation that they couldn´t resist the curiosity.

Outcome
Professional pilots and specialized reporters talked about the brand, the camera and the event in social networks in an exciting and positive way.

After the race, 1042 rearview cameras were ordered.