2016 Australian Open

CHALLENGE
The key objectives for the 2016 Australian Open were to create a sustained increase in brand appeal and maintain vehicle sales through Customer Lead Acquisition.

the strategy
To do this we utilised the Australian Open investment to create brand equity in 'The Power To Surprise' with a focus on building credentials with Surprise.

THE SOLUTION
We developed a three-phased approach, Pre-tournament, During-tournament and Post-tournament. In the lead up to the tournament, vehicle purchase was incentivised instead of test drive as in previous years. This was conducted on a national and a localised approach prior to tournament. The national approach gave fans that purchase a vehicle the opportunity to win a trip that included, flights, accommodation, tickets and hospitality to the event. Consumers who purchased a new Kia in Victoria, were giving the opportunity to win double passes to Rod Laver Area on a first come first serve basis.

During the tournament, the number of stands and activations were reduced to provide a more concentrated focus on lead generation, consumer engagement and vehicle displays.

A major focus of the sponsorship for Kia in 2016 was to improve the hospitality offering, moving from the Federation Cup Room in Rod Laver Arena, to sponsor hospitality row with twice the frontage as all other sponsors giving a space befitting of the major sponsor of the Australian Open.

Channel 7 and Kia partnered and ran the 'Kia 7 Surprises' competition, which matched 7 vehicles from the Kia range with a corresponding holiday. Answering questions about the corresponding car gave additional entries. The competition was supported with in-broadcast mentions, the 7tennis app competition section, via Kia owned channels such as website carousel, and on-site via the phhhoto® activation.

Post tournament, lead generation was supported with a planned communications strategy with the objective to convert contacts into sales during the remainder of 2016. These contacts were also added to the Kia database for key new model releases.
2016 AUSTRALIAN OPEN
Going in to its fifteenth year as the Major Partner of the Australian Open, KIA was looking to increase its on-site presence and further it's engagement with customers. Living up to its brand promise of 'Power to Surprise' KIA was looking to provide an experience for fans to remember.

VIK Fleet


With all of Melbourne captivated by the Australian Open in January, KIA utilised the opportunity to showcase it's range of vehicles through the VIK fleet, which were used to transport players to and from Melbourne Park. The cars were designed to amplify KIA's partnership with the Australian Open, and were featured in Channel 7 broadcast as players arrived at Rod Laver Arena.

Pre-Sale Ticket Offer/EDM


As Major Partner, KIA had the opportunity to offer their customers the chance to secure Australian Open tickets before public sale. KIA extended the offer to club members of the Canterbury Bulldogs NRL side, and the Essendon Football Club both of which they are a Sponsor.

Lucky Drive Competition


To increase the duration of their Australian Open campaign, KIA offered anyone who purchased a new vehicle within November 2 - December 13 2015 the chance to go in to the draw to win an all expenses paid trip to the Men's Semi Final of the Australian Open.

VIP Marquee


KIA was able to give dealers and other stakeholders the ultimate VIP treatment at the Australian Open. Across the 2 weeks multiple functions were hold in a bespoke on-site hospitality area, with a premium food and beverage and entertainment offering for all invited.

'KIA 7 Surprises' broadcast competition


In partnership with Channel 7, KIA engaged fans through a competition whereby fans were tasked with submitting their favourite KIA for the chance to win 7 different holidays

PHHHOTO® ACTIVATION


As part of their on-site footprint, KIA engaged the fans through a photo activation, where fans could get their photo taken in a personalised frame, which was sharable across social media

KIA wave stand - Australian Open Festival


As an extension of their Australian Open on-site activations, KIA erected a family friendly display at The Australian Open Festival at Birrarung Marr. The activations at the KIA wave stand featured face-painting, a Sportage colouring competition with Nickelodeon prizes, a colour-in Carnival with Nickelodeon characters such as SpongeBob Square Pants and Paw Patrol for kids to colour in.

KIA X-Car display


As part of their association with the recently released X-Men movies, KIA featured a mystic themed QL Sportage car display at Garden Square throughout the tournament. As art of this display KIA engaged fans further through the X-Car dash, where fans were tasked with completing an X-Men themed digital driving course, with participation incentivised with hourly merchandise voucher giveaways.

#AOSelfie & #KIATennis


Encouraging fans to get in the AO spirit with a series of key 'selfie spot's throughout the Australian Open precinct. Fans who took 'selfies' within the KIA designated area and uploaded on to social media channels using the correct hash tags went in the draw to win an array of prizes including a new Sportage QL, iPad minis, and daily prizes.

KIA Australian Open display vehicles


KIA used the Australian Open partnership to showcase their range of latest vehicles across all models in premium displays throughout the Melbourne Park precinct.

THE RESULTS

384,688
KIA 7 SURPRISE ENTRIES
25,513
UNIQUE ENTRIES
163,922
KIA SITE ENGAGEMENTS OVERALL
17,005
OPT-IN DATABASE
6,700
PHHHOTO® IMAGES
Overall the Australian Open 2016 campaign successfully attributed to strong sales in the first and second quarter of the year, a trend that continued throughout the rest of 2016.

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