KIA World’s Longest

Test-Drive

KIA’s positioning is the “Power to Surprise”. This is derived from their award-winning build quality, powerful drive and swanky comfort. The best way to be surprised by a new KIA, is to get your bum in the driver’s seat. It’s why we decided to travel across the length and breadth of the South Africa looking for as many “bums” as possible.

This was a digital, PR and live activation campaign that just happened to set a new world record. We traveled over 3200kms in 10 KIA Sportage with over 500 participants taking part.

Social Media

9 KIA Sportage were driven by consumers, while one was an “OB truck” which broadcast the progression of our convoy live to FB and Twitter. By following #KIAworldrecord, consumers could enter a competition to see if they would be the next World’s Longest Test-Drive participant. Onboard GoPros filmed consumer reactions, which were uploaded at the end of each stage.

On day 7 all 10 KIA Sportage reached the southern most point of Africa and set a new world record. Two officials who had followed us every step of the way presented the award. One of the 520 participants was randomly chosen via social media and won a brand new KIA Sportage. Now that’s the “Power to Surprise”.