Kia wanted to celebrate their Australian Open partnership using their new identity 'Movement That Inspires'... and do it during the height of global lockdowns.
Our solution was #MakeYourMove - an idea that challenged creators and tennis fans globally to reimagine a rally with Rafa Nadal. This fun and innovative social campaign allowed fans to unleash their creativity and take part in a unique global movement.
To give it the kick start and reach that it needed, we collaborated with over 40 creators across eight key markets to return Nadal’s serve. Their content was brought together in an online hero film, cut downs (bespoke to each influencer) and the final celebration film which brought together the most creative UGC campaign entries from the public.
The campaign content was distributed and amplified through influencers channels (TikTok, Instagram, Douyin Weibo), selected media partners, Rafa Nadal’s channels, 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 OOH environments.
A launch film invited audiences to take part.
Each of the 40 Influencers were given personalised films featuring them playing one-on-one with Nadal as they invited their audiences to also return a serve. These films reinforced the partnership and extended the brand message.
A UGC celebration film was created and released to coincide with the semi finals and grand finals at the Australian Open.
