While Kia has become an award-winning brand, the public has carried on with the assumption that it is still just a value brand. To change this perception, we created an outdoor activation that let people experience Kia without knowing it.
A campaign branded as the ‘Red Cube’ spread clues that referred to Kia’s accomplishments and led to an online experience and outdoor activation. For 2 nights in 3 cities, a massive structure of screens shared more of the brand’s story through clues. When enough people gathered around to reveal the answer, a wall of the structure made of smart tint glass virtually disappeared, triggering a projection mapping show that highlighted a vehicle and answered every clue with the brand’s message: “Kia. The Power to Surprise.”