Kia Launches Make Your Move Australian Open Campaign
Kia has launched a new global campaign as part of its Australian Open sponsorship.
The Make Your Move campaign is a call to tennis fans globally to participate in an online rally, with the aim of creating a social challenge to allow fans to unleash their creativity as well as ‘showing the world the potential of movement to inspire creativity’ a concept central to Kia’s new brand purpose, Movement That Inspires.
Developed by WeAreFearless, who were appointed as strategic and creative agency to develop and deliver the campaign, the campaign uses insights uncovered by the agency’s HumanValues tool. According to WeAreFearless, the product looks to go beyond demographics and look at the different attitudes and behaviours of a consumer in order to understand why people make the decisions they do.
In this case, the tool identified a ‘performative truth’ present in Kia’s audience behaviours, meaning the audience participates because their needs are aligned with the brand purpose and self-expression. As a result, the finished Make Your Move campaign aims to leverage the desire for creative self-expression by turning Kia’s Movement That Inspires into a creative challenge.
“At WeAreFearless we believe in bolder creative ideas backed up by genuine human insight,” said Garry Dods, Founder, WeAreFearless.
“The launch of Make Your Move proves how creative brands can be when they harness a deeper psychological understanding of your audience’s needs and a courage to do things differently. We can’t wait to see the rally go global with our top-tier talent taking part.”
The campaign will run throughout the Australian Open with fans from across the world joining the rally on social media, supported by a swathe of influencer talent.
