TEST DRIVE KIA ON TOUR 2010 July 21st, 2010
By Federica Carioli
Kia Motors Italia S.p.a.
In order to promote the active role of Kia as a major sponsor of FIFA World Cup™ and stress the new 7-year warranty for our entire range, Kia Motors Italia decided to organize an event along 15 stops. The purpose was to increase Kia brand awareness and underline once more its basic values of quality, trustworthy and dynamic.
The tour was divided into two parts. The first one, before FIFA World Cup™, took place in four of the biggest Italian cities (Rome, Milan, Verona and Bari). In their main squares, Kia built a village of around 2500㎡ with a dedicated soccer field in order to select the winner team of “Kia Champ into the Arena” among 64 local teams.
The second part of the tour took place during the FIFA World Cup™ and allowed participants to see matches through live broadcasts.
These two phases of the event had common elements also: test drive of four Kia models – Soul, Venga, cee’d and Sorento – entertainment with Radio 101 and TV stars, gadget distribution and activities linked to the contests “Mascot Friend” (total postcards for this contest were 2,107) and “Kia Champ into the Arena”.
Thanks to our dealers’ active involvement and to the co-partnership with Radio 101 (a well-known national radio channel, part of Fininvest group) and Sky TV (first pay satellite TV and official FIFA World Cup™ broadcaster), the event was really successful! Let’s take a look at the figures:
– 7,026 test drives
– 80,000+ participants
– 260 press clippings and TV reports
– 11,000+ news fans on Kia’s dedicated Facebook fan page
Grazie everyone for your participation!