KIA Co-Creates Its New Brand Campaign With Consumers Worldwide
KIA, the Korean automotive manufacturer who prides itself on its innovation culture, has invited consumers across the World to co-create its new global brand campaign by submitting their own creative take on what it means to have « the power to surprise. »
The project ran as an online competition on eYeka with the best submissions sharing a prize pool of €60,000. The creative competition ended on the 19th of October and received 251 videos and animations from across the World. In addition to Korean creators, the competition saw participants from France, China, Russia, UK, USA, Spain, Brazil, Germany and Bulgaria among the most prolific contributors.
« The power to surprise » as an expression has different meanings and interpretations across people, culture and markets and many participants emphasized the vitality, surprising, creative and thrilling dimensions of the brand in their creations. The results will be used by KIA’s marketing and digital team to articulate and promote the brand across global markets. A selection of the best entries is available on KIA’s global Facebook page to view and share, with 10 lucky fans standing a chance to win an iPad by voting for their favourites. The voting ends on the 25th of October and has already generated over 8,000 votes.
“We live in the age of participation where people want to be more involved with the brands they support. By opening up our creative process we are not only acknowledging that, we are actively seeking very unusual take on the KIA spirit, as a source of constant reinvention and challenges for our brand.„ Myung-Seob Kim, Digital Strategy Team / General Manager at KIA Motors Corporation
“There is a wealth of people across the world with very fresh ideas and a passion for cars who are overjoyed to collaborate with a distinctive, creative brand like KIA. eYeka’s mission is to connect these creative minds together so that they can inspire each other and create even greater, more original brand ideas.„ François Pétavy, CEO at eYeka
Rather than offer brands the conventional approach of a few familiar creative eyes to help solve important marketing & innovation challenges, eÿeka connects brands & agencies with a global community of 383,926 highly creative sets of eyes.
The community then competes to deliver the best fresh and relevant ideas in creative contests. Each individual creator brings their unique and fresh perspective to these contests enabling more & better original ideas, in just a matter of days.
By combining the collective intelligence and creative power of our global community with a strategic perspective, eyeka has become the trusted creative partner to many of world’s best loved brands such as P&G, Unilever, Coca-Cola and Nestle.