Kia Canada: #KiaElectricSound

To make big news for the launch of Kia Canada’s all-new brand mantra, Movement that inspires, and to celebrate the launch of Kia’s new and first of its kind EV6, Strategic Objectives hosted one of Canada’s first summer of 2021 post-pandemic, virtual-meets-real world events for automotive and lifestyle media at the Kortright Centre for Conservation on the outskirts of the Toronto.

Kia Canada launched its brand-new mantra, ‘Movement that inspires’ in 2021, along with an exciting line up of sleek vehicles, starring the electrifying, all-new EV6. Featuring innovative V2L (vehicle to load) technology that provides power to external devices directly connected to the vehicle (yes you read that right!), Kia’s EV6 is nothing short of cutting-edge. So how could we resist going full throttle with a news-making launch strategy to reveal such unique automotive news? What in the zeitgeist could we plug into to make big news for this major advancement in automotive technology?

We needed something breakthrough, something truly different to entice the media and social influencers out of their safe and comfy work-from-home, pandemic cocoons. We needed an idea that really rocked – and our ‘what if’ brainstorming led us to Canada’s own multi-platinum singer and songwriter, Fefe Dobson. Please read on for how we made beautiful music together.

Entice, excite and engage Canadians about Kia Canada and EVs

Oh how we LOVE a challenge. Not only was Strategic Objectives tasked with unveiling the all-new Kia EV6 to three large and extremely different audiences (automotive media, lifestyle media/influencers and the Canadian public), but our initiative had to scream sustainability from start to finish to live up to the EV6’s eco-friendly brand profile.

We needed to communicate and educate Canadians on the benefits of EVs in an increasingly sustainable world, but just in case you’d missed the elephant in the room, we were still grappling with pandemic restrictions, so a large scale in-person event was completely off the table.

But if there’s ever an innovative way to show off a sleek vehicle and tell a national story about a new brand, sustainability and technology — all while Canadians are pre-occupied with perfecting their pandemic banana bread — SO can do!

Plug-in. Power-up. Tune-in

Our big idea was to power a must attend concert comeback for Canada’s own multiplatinum recording artist, Fefe Dobson. Fefe scored huge hits in the 2000s, and our event would serve as the launch platform of her new single. We specifically chose Fefe because she measured up to Kia’s ethos: her incredibly unique style, approach and sound is progressive like Kia, and with both Kia and Fefe going through a relaunch phase, the pairing was a simply inspiring ‘chefs kiss’ 😘.

Knowing Fefe would need to share the stage with her newest band member, the EV6, we crafted a show where the spotlight would shine brightly on both parties. So, for the very first time ever, on July 27, 2021, Fefe’s band plugged in to the EV6 to power up its electric guitar and put on an unforgettable, showstopping, sonic performance. Our limited VIP audience had front row seats to a one-of-a-kind event but could not sit still, and sang along to Fefe’s classics, while throwing shapes to her new single. The EV6 used less than 1% of battery during the supercharged concert – a remarkable feat considering the electric energy reverberating through the audience.

And that’s not all. To ensure we weren’t limiting the fun to journalists and influencers headquartered in Toronto and that everyone who needed to hear the news, heard it, Strategic Objectives livestreamed the event to a targeted list of Canadian journalists, influencers, and key stakeholders across the country. This meant we could adhere to COVID-19 capacity limits onsite, while providing some evening entertainment for those still at home. It was a true Lights, Camera, Action affair and one of Canada’s (and SO’s!) first hybrid events in 2021.

Our sustainability theme came to life at the Kortright Centre for Conservation – a suburban oasis sheltered by forestry and woodlands. From eliminating single-use plastics to our eco-friendly inspired cocktail, the Sustainable Sour, Strategic Objectives kept this important narrative top of mind on event day and beyond. In addition, Kia’s new branding got the attention it deserves through our sophisticated décor:

• Natural wood grains, greenery, yellow, white, black, and green contrasted with pops of industrial and modern urban décor, demonstrating Kia’s new ‘Opposites United’ philosophy.
• Arboricola, yellow and green croton plants and calla lilies provided additional pops of colour throughout the space. This emphasis on incorporating natural elements highlighted Kia’s renewed commitment to an environmentally friendly movement. ​
• Airy lounge spaces embellished with yellow and green cushions reflected Kia’s secondary brand colours and offered guests a comfortable space to sit back and relax.
• Bold event signage inspired by some of nature’s elements (earth, water and air) also featured, alongside Kia’s new progressive logo.
• Branded Kia masks were handed out to every guest upon arrival so everyone felt safe onsite.

#KiaElectricSound engaged our guests from start to finish. They were gifted branded takeaways to ensure the experience carried on at home. Extending the legs of the event further, Strategic Objectives distributed a national press release and conducted proactive media relations. This fully integrated campaign left a lasting impression on media, influencers and brand fans across the country, positioning Kia as a leader in electrification and innovation.

Please Contact us if your brand wants to cut through the clutter and make trending, national news that differentiates you in the Canadian marketplace. We’d love to help support your brand by creating an innovative PR strategy that inspires and changes minds.