KIA'S GETTING A UTE
KIA'S GETTING A UTE
KIA'S GETTING A UTE
KIA'S GETTING A UTE
KIA'S GETTING A UTE
KIA'S GETTING A UTE
Project
Kia's getting a UTE
Client
Kia
What if we told you to launch a new product without showing it? Or even saying its name. And it worked.
To fearlessly announce Kia’s first ever ute, we took 20 Australian sporting legends, popped them in a pub, and watched them vie for naming rights.
Capturing the attention of Australia, speculation around the ute’s name became a national pastime. With over 97 million impressions and 300+ pieces of editorial coverage, Kia’s new ute became a household name – before its name was even revealed.
You heard? Kia’s getting a ute.
One bar. 20 sporting legends. Zero car. Or even the name of the car. Our latest campaign for Kia launched during the NRL Vegas opener to tease the arrival of a ute made for Australia. The first phase features Australia’s biggest sporting icons all stating their claim
to have their name on the metal.

