KIA EV9 Launch

No technology can convey wind, clean air, nature, or the vastness of space. Presenting these aspects through fancy technology would be a fallacy. Venue was a creative key aspect. Airport. But not the typical passenger airport found in the cities – rather a secluded one tucked away in the woods, available exclusively for the Kia’s event. It was beautifully nestled within the forest and boasted an extensive 800-meter runway. Creative idea: use the pieces of nature to show the car. Simply put, nature provided us with its elements, and when combined with carefully employed technology (1000m2 mapping on forest's wall, a lighting lane comprising over 400 lights devices-the largest and most breathtaking catwalk in the history of automotive events in Poland), it resulted in an absolutely extraordinary event. Launch-the main idea for showing the car was to keep it in constant motion throughout the show. We designed a 3.5min show sequence during which the car moved according to the scenario.

By developing a concept that didn’t rely on costly venue rentals or extensive technical equipment and instead focused on a brilliant idea and utilizing the natural surroundings, We proved that in today’s modern world, it is possible to take a new and innovative approach to the creation and conceptualization by incorporating the natural surroundings. We directly showcased the brand’s association with nature. We highlighted the main assumptions of the strategy. We showed movement that inspires in the beautiful natural scenery that surrounds the airport. We wanted to show a certain natural rhythm during the event. A rhythm of nature into which we would integrate the launch of our electric car. We aimed to naturally fit into the power of the surroundings. Through the venue, the entourage, and the concept, we aimed and managed to convey that when Kia speaks of nature, it truly embodies it in all its magnificence. A total experience.

The guests had no idea the launch would take place at the Grądy Airport. They took part of regular b2b/media conference in hotel. In the end of this part, the President of Kia informed the attendees that they would be picked up at the hotel.They finally reached the Grądy Airport. They could not yet see the landing strip, the LED screen, or the lights. They were invited into the transparent tent for a drink. Soon after, we asked everyone to come outside and make their way down the airstrip to the grandstand. While walking for more than 100 meters, they noticed an unusual projection on the forest wall. They saw a giant swimming sea turtle, a surfer or butterflies. Then, they were shown an about 7-minute film presenting Kia’s dedication to eco-friendly practices. The film was projected in total darkness. The show: First, a countdown, then a 3.5-minute spectacle amid a row of lights. The car moved in the planned sequences, gliding down the entire runway like a fashion model on a catwalk.

By developing a concept that didn’t rely on costly venue rentals or extensive technical equipment and instead focused on a brilliant idea and utilizing the natural surroundings, we were able to create an event that was not only remarkable but also budget-friendly. The event was hailed as the best car launch in 2023 (many of our guests also attended other car launches that year). According to Kia’s management and staff, it exceeded all expectations and met all objectives. The day after the B2B event, a launch for journalists was held, which generated 652 coverages online, in print, and on TV, reaching an audience of 1811871 and 782161 on social media. Out of the 50 journalists at the event, 28 provided immediate coverage upon its completion. All major trade and lifestyle magazines, as well as nationwide TV channels, TVN and Polsat, featured articles and coverage of this event.

We used a communication trick. The guests (dealer owners/dealer managers/journalists {the next day}) knew that they were going to the car premiere, but they thought that it would take place in the hotel because such information was included in the invitation, which, apart from the place, included perfunctory information, i.e. .starting time and agenda. Nothing in the communication before the event indicated how spectacular the premiere would be. Because they did not expect what they would see and where, they were surprised and the participants unanimously agreed that it was a great communication idea.

Important point to highlight is our collaboration with local suppliers, which helped us reduce costs as well as resolve transportation challenges (the airport is located around 100 kilometers away from Warsaw). Our local vendor cooperations covered a range of services, such as venue arrangements, catering, fire safety, cleaning, and accommodation. We also designed a range of furniture crafted from recycled materials that is still being employed at Kia events.