Our challenge was to get people engaged firsthand with the new Kia Rondo, a small SUV offering multipurpose flexibility to serve every aspect of an owner’s life.
- To leverage Kia’s humorous advertising campaigns, I concepted a “comedy in the round” tour to communicate the fact the vehicle had incredible lifestyle adaptability.
- Each mobile turntable would feature different scenes — and a team of improv comics to act out different situations featuring the Rondo: weekend offroading, commuting, daily family activities, and so one. Audience participations and shouts-outs would be a must.
- Kia loved it. Loved it. Then spent the budget on more TV, because new marketing management “doesn’t ‘t think experiential works.”