To generate buzz for its Soul vehicle among consumers in their late teens and mid- to late-20s KIA created the KIA Soul Collective. An extension of the brand’s New Way to Roll campaign the Soul Collective program which wrapped November 8 invited consumers in 10 cities to enjoy four days of free music art and design with headliner concerts on the last day.
To add credibility to the program and play up the Soul’s individuality KIA brought on emerging artists (a.k.a. “Collective Members”) to share their unique stories and disciplines with the public in each city. The foursome: singer songwriter Janelle Monae French filmmaking duo Jonas & Francois designer Jeff Staple and Jeffrey Kalmikoff co-owner and advisor of Threadless a community-centered online apparel store. Local artists were also invited to do their thing at each event.
“We wanted to generate interest and awareness of the Soul so we took the tour to where our target lives works and plays ” Kathryn Cima manager-sponsorships and promotions at KIA told Buzz. “It’s about engaging all of these different bands and artists and finding new ways to communicate with people outside the normal ride and drive model. It matches up with where this brand is going and what the car represents for us.”
In each market KIA offered event attendees an opportunity to take test drives. Those that did received tickets to the Sunday headliner shows.
The tour ran from August to November in Atlanta Boston Chicago L.A. Miami New York City Philadelphia Phoenix Seattle and Washington D.C. The last stop was Nov. 6-8 at the Siren Studio @ Orange in Los Angeles with the Silversun Pickups headlining on Sunday night. Agencies: Cornerstone New York City; David&Goliath Los Angeles.