Kia kicks off global brand campaign for FIFA World Cup 2022

MANILA: Kia has launched its global brand campaign for the FIFA World Cup 2022, which will take place from November 20 to December 18.

In keeping with its key brand message for this year's World Cup, “Inspiration. It's in all of us,” Kia will conduct a series of initiatives that demonstrate its commitment to the sport and its efforts to bring people from all over the world together in their belief that their team has a chance of winning the championship.

Kia will release a campaign hero film on TV and social media platforms like YouTube and Instagram, featuring the everyday lives of individuals who are inspired by the World Cup.

Kia will alsolaunch a social media campaign called #KiaInspireTogether to inspire football fans to produce User Generated Content (UGC) that expresses their support for their teams. Kia will use the best UGCs to create highlight videos, which will eventually be shown on LED displays at the stadiums. In order to get more fans involved in this campaign, Kia Global Brand Ambassador Rafael Nadal and other influencers will also submit videos of themselves supporting their respective national teams.

64 children from around 20 different countries around the world will be featured in Kia's Official Match Ball Carrier (OMBC) campaign for the once-in-a-lifetime opportunity to carry the official match ball to the pitch with the players and match officials.

Furthermore, Kia will document the children's progress toward attaining their goals as they participate in OMBC and share their stories on social media. By doing this, the carmaker hopes to show children how each small step they take can lead to a big step closer to reaching any goal in life.

As an official mobility partner of FIFA World Cup 2022, Kia will supply a fleet of vehicles for use throughout the event to ensure the safe and convenient transport of players, officials, executives, and staff. 80 units of Kia's most environmentally friendly models (EV6 GT-line, Sorento PHEV, and Niro PHEV) will join 297 passenger cars, including Telluride, Sorento, Sportage, and Carnival, as well as 70 buses. For the first time ever, Kia will be using environmentally friendly vehicles at a FIFA event.

The EV6 GT-line will also be featured in digital content created by Kia in partnership with FIFA+, FIFA's OTT platform. It will feature football legends driving an EV6 GT-line while engaging in genuine conversation about the World Cup.

“Kia believes that the FIFA World Cup 2022 is a huge cultural movement beyond just a sports event. As a FIFA official partner, we are delighted to have this opportunity to deliver special experiences to people around the world who have been exhausted by the long COVID pandemic. Like our campaign message ‘Inspiration, it's in all of us,’ we hope that people of all ages and backgrounds will discover new inspiration in their lives as they watch the exciting moments of the World Cup unfold before their eyes,” Kia Corporation Senior Vice President and Purchase CX Design Sub-division Head Charles Ryu stated.

Since 2007, Kia has been an official automotive partner of FIFA, providing vehicles from its wide-ranging model line-up to FIFA and FIFA events and boosting its brand recognition through various marketing activities and A-board advertisement in the stadiums.

Photos from Kia Corporation

Also read: Kia officially enters local EV segment with introduction of all-electric EV6 at PIMS 2022