Title	KIA OFFICIAL MATCH BALL CARRIER VIRAL CAMPAIGN
Brand	KIA MOTORS
Product/Service	KIA SPORTAGE
Category	C03. Use of Social Platforms
Entrant	KIA MOTORS Seoul, SOUTH KOREA
Idea Creation	INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Media Placement	INNOCEAN WORLDWIDE Seoul, SOUTH KOREA

Name	Company	Position
Gunny Park	Innocean Worldwide	Creative Director
YongHee Kim	Innocean Worldwide	Art Director
JunOh Lee	Innocean Worldwide	Art Director
YoungIll Jang	Innocean Worldwide	Art Director
JaeShik Seo	Innocean Worldwide	Copy Writer
HyunJeong Choi	Innocean Worldwide	Copy Writer
Jimin Lee	Innocean Worldwide	Account Executive
Hyesoung Kim	Innocean Worldwide	Account Executive

The Campaign

Starring Kristian Hirka as the endorser, the current Slovakian national league football player and the former Official Match Ball Carrier for 2008, Kia kicked-off the Euro 2016 campaign. With the key slogan ‘Carry your Dream’, the campaign film acted as a recruiting content for all children in Europe to take part in the dream-coming true experience. 'Carry' here has two meanings: actually carrying the football inside the stadium, and also walking closer to a future football dream.

Creative Execution

The #KiaOMBC execution came live on every single Euro game. 1. Timeline /The viral campaign was launched simultaneously in 13 European countries on April. The entry was open for 1 month, and the announcement for the OMBC was made late May. Ultimately, children walked on to the Euro stadium from the 7th of June to 7th of July. 2. Placement/The viral film was launched on Facebook & YouTube. The OMBC entry was easily done on a special entry page made in Facebook. This helped parents post their children’s photos & videos using their private accounts. After the lucky contestants were selected, they were invited to France for a special tour & actually take part in the Euro 2016 game. 3. Scale /Kia had 16 matches to execute the #KiaOMBC campaign. Over 6435 children entered to become the next OMBC, and lucky 16 children were selected between the 400:1 competition rate.

Results

1. Business impact / Due to the launch of the recruiting film and successful execution, 14.8% of the total number of sales increased compared to the first quarter of 2016. 2. Response rate / The film went viral through Facebook & YouTube, which eventually lead to 45,098,224 views worldwide. In addition, the total number of Facebook Reach totaled up to 56,002,697. 3. Change in behavior / Due to a successful campaign execution, Kia was the most searched brand on Bing.com between Euro 2016 Global Sponsorship brands during June. Also on YouTube, the average number of film viewers watched 62% of the hero film, whereas most of the ads are only watched 20~30%.

Kia conducted a digital viral campaign that reached all European parents through Facebook and YouTube. This was done to select the one & only child to carry the Official Match Ball for each Euro 2016 game. After watching the viral film online, 6435 people entered to become the next Official Match Ball Carrier, and lucky 16 children from 15 countries were elected to kick-off the Euro 2016 game.

1. Target/We targeted PARENTS who have children that have love for football. Children could enter as the next OMBC on their mom’s or dad’s Facebook account. 2. Approach /We launched the campaign simultaneously in 13 European countries, the main market for Kia. We developed a participation-based viral film using two methods: storytelling & rotoscoping. Kristian Hirka’s true story of becoming a football player after participating in the Official Match Ball Carrier in 2008 delivered a touching story to the target. Rotoscoping was also used to smoothly link the past to the present in the viral film. 3. Call to action /Kristian Hirka narrates his own touching story of becoming a football player, and this delivers a hopeful message to all the children, “Carry your dream”. Parents and children who came across to this film could easily enter in the#KiaOMBC campaign by just posting a photo of their child on Facebook.