KIA 2023 NYE

Continuing a series of high profile KIA projects - I was in charge with the 2023 KIA NYE Activation.

KIA is the primary sponsor for the balldrop in Times Square each year. With that comes a month long takeover of high viz boards, as well as on site footprints and a cross country tour of the actual 2 0 2 3 numbers from LA to NYC.

This year we decided to make the board interactive. Giving users across the country the opportunity to see themselves in TSQ during NYE celebrations. To do this - we worked with our partners (Active Theory) and media (New Tradition) to create a tiktok-inspired microsite where users can show us how the plan to celebrate NYE by submitted videos and stills. With proper moderation tools, each approved submission would show up on 1 TSQ in the heart of Time Square throughout the month of December including 100% share of voice for the final 6 hours of New Years Eve. The Grid of videos was purposely made to look like an apartment building that was powered by the spinning all -electric KIA EV6 GT created above. (an ode to the brand’s e-vehicle push).

We also created interstitials of EV6 GT footage shot purposely for the size ratio, as well as a 3D anamorphic countdown (sound meter) for the final 10 second countdown. Submissions were over 1,000, Impressions over 10,000,000.

CREDITS:

Agency: David + Goliath 

Production Co.: Active Theory