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.