RAFA SELLS CAR by McCann Barcelona for Kia

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Industry Cars
Media Promo & PR, Case study
Market Spain
Agency McCann Barcelona
Executive Creative Director Hugo Olivera
Creative Director Joaquin Barbero, Santiago Saiegh - Matteo Lazzarini
Art Director Xavi Julia
Copywriter Carlos Calvo, Andrea Xandri
Released April 2011

Credits & Description

Category: Best Use of Social Media
Product/Service: KIA MOTORS
Executive Creative Director: Hugo Olivera (Mccann Barcelona)
General Manager: Enric Jove (Mccann Barcelona)
Creative Director: Santiago Saiegh (Mccann Barcelona)
Creative Director: Joaquin Barbero (Mccann Barcelona)
Copywriter: Carlos Calvo (Mccann Barcelona)
Copywriter: Andrea Xandri (Mccann Barcelona)
Art Director: Xavi Julia (Mccann Barcelona)
Programmer: Raul Montero (Mccann Barcelona)
Account Manager: Jorge Lopez (Mccann Barcelona)
Media placement: Press - Mallorca Newspaper - April 3th 2012
Media placement: Cyber - Geolocalized only for Spain. - April 4th 2011

Summary of the Campaign
Kia Spain asked us to increase the notoriety of their sponsorship of Rafael Nadal in Spain out of the conventional media: print and TV Ads.

To tease the media and the fans with a story to be shared and commented, with an innovative action placed somewhere in between advertising and real life.
Then, unveil the launch of the New Kia Pro C’eed.

To do so Rafa Nadal placed a mysterious ad on Mallorca’s local newspaper Última Hora with his phone number on it, causing thousands of calls and sms asking for the car. The next day, Rafa himself had to admit on his own FB page that his voice mail crashed, and placed a video in which he showcased the car, while announcing that after all the interest generated, he would be auctioning the car in eBay and giving all the benefits to his Foundation.

The media shared the news and the video, and everybody went talking about Kia and Rafa.

The Situation
Kia Motors sponsors Rafael Nadal. But they only get a few hours a year to film commercials and for photo shoots. They wanted to create a PR action that generated conversations around the brand and Rafa, strenghting the association between them.

The Goal
The goal is to link Rafa Nadal with Kia, thus getting more of the cost of the sponsorship.
The audience was restricted to Spain, with the objective of being as notorious as possible.

There will be a research made in May to show the increase of the awareness of the brand.

The Strategy

The Execution was designed in 6 steps:

1. Teasing fans and media by publishing an ad on local newspapers where Rafa Nadal tries to sell his old Kia Pro c’eed.
2. Using Rafa Nadal Social Networking sites for further spread of the tease.
3. Resolving the tease with a video from Rafa showcasing himself his car, and announcing that the car would be auctioned in benefit of the foundation.
4. Generate interest in mass media
5. Announce the winner of the auction
6. Unveil the new Kia Pro C’eed Rafa Nadal limited edition.

Documented Results
The results we had:
+2800 calls in 48 hours
+40,000 likes on Facebook (The action was geo-limited to Spain)
+7,000,000 impressions
Mass media results are yet to be counted.