• 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 Kias 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 utes name became a national pastime. With over 97 million impressions and 300+ pieces of editorial coverage, Kias new ute became a household name before its name was even revealed. 

You heard? Kias 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 Australias biggest sporting icons all stating their claim
to have their name on the metal.