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[b2b event]
KIA City Dealer Convention 2014 Objective: the meeting should be a statement of the changing, successful and dynamic brand, with its new inspirations: such as its design, innovation, service or brand image. How can one let the dealers immerse in this experience of change? And how can one avoid the routine of an annual dealer meeting? Creative idea and description: first the slogan and motto – Yes, we are. A reference to Obama’s legendary phrase, yet clearly a motivating statement: We did it, we are the fourth largest auto manufacturer. Then the idea, to create a new, intensive form of presentation to make the ‘Next Level’ a livable experience. 500 participants, mostly KIA dealers from all over Germany are immersed in the specially created KIA City, first from the exterior, then inside thru the individual districts presenting individual topics right up to the evening’s party district. A more than 180° projection on white cubes took the guests on a discovery tour of KIA City. Over twenty different, partly animated and 3D panorama projections provided not only an ambience for the speakers/presentations, but were also medium. The KIA City was already introduced by the invitation. But suddenly from a familiar visual there is the vibrant city to be discovered that remains as a KIA City brand experience from the very beginning to the end. Audio/video/lights: the set became one with content by holistic projections. To gain a dynamic touch for the whole day and evening, the 3D-mapping changed constantly. It created atmosphere, brand experience, backdrops for statements, but was medium for content. Permanent changes were a challenge to the budget, but solved by a clever use and integration of animated slides
in the scenery. A special light dramaturgy had to be created not to harm the projection. An own music score was specially composed and arranged. Staging and set design: the KIA City was first realized in an abstract manner. A formal cube architecture surrounded the audience. At the beginning the projection was monochrome so that its 3D-structure was leveled. During the opening the architecture became vivid, by a choreography of all car models. Then the KIA City emerged. The following ‘discovery’ of its districts told the story, structured the event and created constantly changing sets. Results: stories, communications, media and architecture melted into a unique location experience of the brand. KIA City was suddenly not only a virtual moment, but became reality. The feedback of the guests was overwhelming. A high standard was set for the next meeting.
[ DATA SHEET ] Country: Germany Organiser: Innocean Worldwide Client: Kia Motors Deutschland Date: January 23rd, 2014 Target: German KIA dealers and KIA internals Location: MMC Studios, Köln (Germany)
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