Driving the future of creativity with Kia

Goal
Event and Brand Campaign Launch
Industry
Automotive
Month
June
Year
2021

Creativity is the driving force that enables us to unlock new possibilities. But, in order for it to thrive, it needs stimulation and inspiration.

As a future-forward brand with a mission to inspire innovation worldwide, Kia understands the importance of fostering that creative ability, not just for the current generation but also for generations to come.

We partnered with Kia to help drive traffic and engagement to the Kia Inspiration Lab, a space for live events designed to unleash the power of creativity and shape the creative generation of tomorrow.

How we did

  • 2x

    Display campaign achieved double the clicks than our WeTransfer Benchmarks.

  • 3x

    WePresent Series attracted three times more clicks to WePresent than an average static wallpaper.

  • 4+ mins

    Readers spent an average of more than four minutes (TOS) on each WePresent page.

The brand

Moving forward is essential—that’s why Kia developed the EV6, their new fully electric car. A car fuelled by ingenuity and innovative thinking, created with the needs, values, and lifestyle of current and future generations of creatives in mind.

And they knew exactly where to reach them.

The creative community lies at the heart of WeTranfer’s audience, a community of future-thinking, successful and influential creatives across the globe.

The creative

We worked alongside Kia to bring to life Movement That Inspires through dynamic digital executions and compelling WePresent content. The campaign’s idea was ‘sustained momentum’, not only driving users to Kia’s event but also promoting the value of creativity and innovation throughout the subsequent content.

To kick things off, we created a custom countdown timer for their pre-launch wallpaper that drove awareness and signups to the event. Keeping the momentum going, on the event day we launched an impactful wallpaper that offered our creative audience a glimpse into the Kia Inspiration Lab.

Furthering the conversation, we also launched a content series featuring three pioneering creatives from the Kia Hackathon that are pushing the boundaries of possibility: Ballerina and quantum physicist, Dr. Merritt Moore, designer, filmmaker and artist Dr. Nelly Ben Hayoun, and artist and body architect Lucy McRae.

Through a series of intimate interviews, WePresent uncovered the rules that govern their creative practice, offering readers a view into the creative process of some of the industry’s brightest minds.

The results

  • Overall, the Kia campaign managed to capture the audience’s attention, achieving double the click-through rate of our global benchmark.

  • The partnership also helped shift the brand perception of Kia, with 1 in 3 respondents associating Kia with ‘inspiring creativity’ & ‘innovation’ compared to 1 in 4 prior to the campaign.