Kia wanted to celebrate their 20th year as a Major Partner with The Australian Open. But they wanted to do so by showcasing their new brand strategy following their global relaunch in January 2021, which centralises the idea that movement can inspire creativity.

Kia is a trusted automotive brand, steeped in rich history but they have shifted their focus towards a more progressive and innovative vision. Whilst they weren’t currently in the consideration set for Early Adopters and Innovators, they were looking to evolve their existing brand perception, appealing to a younger, savvier and more dynamic audience, who see mobility, innovation and creativity as pivotal.

We gave Kia the opportunity to challenge likeminded creators and tennis fans globally to reimagine a rally with tennis star Rafa Nadal.

Our campaign Make Your Move was a fun and innovative social challenge allowing tennis fans to unleash their creativity and take part in a unique global rally staged during The Australian Open. To achieve this, we collaborated with over 40 influencers across 8 key markets and challenged them to get creative by returning a serve from Nadal in their own inventive way. Aligned to their respective creative discipline influencers shared their personal tennis move and challenged their followers to do the same contributing to the biggest online rally the world has ever seen.

The Make your Move launch film, (plus a range of short form social assets) featuring tennis play from the influencers and shots from Nadal, were launched at the start of The AO tournament and inspired tennis fans from around the world to get inventive and share their own creative tennis return. Over the short two week tournament window, creative shots from tennis fans from around the world flooded in enabling the production of an epic Make Your Move celebration film released during the finals of The AO tournament.

The campaign content was amplified through all influencer main social channels (Instagram, Douyin Weibo), Media Partner Give Me Sport, Rafa Nadal’s channels, The Australian Open website and social channels, Kia website and social channels (Kia global and Kia local markets), and also featured across Melbourne Park and Federation Square digital out of home screens.