All-New Soul ‘Ready to Roll’ TV commercial experiential created for KIA by Fusion-Events

Launch of the All-New KIA Soul urban crossover celebrated at Westfield

Fusion-Events, the leading organiser of automotive ‘live’ brand experiences, recently organised a 10-day ‘Ready to Roll’ brand experience for the all-new KIA Soul urban crossover at the capital’s premier shopping venue, Westfield London. A suite of core experiential elements brought the All-New Soul ‘Ready to Roll’ official TV commercial to life and the highly successful activation saw data capture lead generation targets exceeded by 29 per cent!

Gianni Mason, managing director, Fusion-Events said: “We wanted to ensure the stand featured as many content generation components as possible from the TV commercial that could then be shared instantly across social channels to amplify the activation even further. To really bring the KIA All-New Soul TV commercial to life, we also wanted to make the star KIA Hamsters real. Working with a specialist animatronic and prosthetic production company, the KIA Hamsters made their first ever live appearance at the red carpet VIP and Press launch party, just as at the end of the TV commercial!

“The fully immersive activation entertained and engaged nearly 9,000 participants. Over 4,000 visitors were attracted to drop down the dream chute tube, from the upper shopping level onto the KIA Soul stand in the middle of the atrium, while more than 3,300 guests were bitten by the Racing Bug driving experience.”

The ‘Power to Surprise’ Dream Chute

Centre piece of the activation was the red ‘Power to Surprise’ Dream Chute. The red 10m high slide snaked down from the upper level of the shopping centre to the KIA Soul stand below. A bespoke, laser trigger-activated camera captured chute riders as they landed at the bottom, with the colour images made available online or directly via mobile devices.

Make Over Style Boutique

At the fully functioning Make Over Style Boutique, ladies could have their hair styled or make-up applied by a professional stylist while gents could have their beards trimmed or hair styled by a professional barber.

‘Ready to Roll’ Fitness Area

For the keenly energetic, the ‘Ready to Roll’ Fitness Area was equipped with an Xbox Connect, exercise bikes and a professional trainer to monitor people’s progress as they emulated the KIA Hamsters training in the gym!

Graffiti Booth

At the booth, guests were invited to design their own KIA Soul. Naturally, the all-new Soul took centre stage with four variants on display for visitors to explore in more detail.

Racing Bug

This area provided participants with the ultimate driving experience.

KIA Soul urban crossover

The all-new 2014 Kia Soul urban crossover features a smooth new-look exterior inspired by the 2012 Kia Track'ster concept and introduces a thoroughly fresh, more grown-up appearance without losing its individualistic edge. Key features include an all-new platform, stiffer bodyshell and upgraded suspension; improved driving dynamics and ride comfort; significantly quieter cabin, with higher quality materials throughout; increased interior space and a range of premium features; and an extensive range of customisation options.

The All-New Soul ‘Ready to Roll’ official TV commercial can be watched at: https://www.youtube.com/watch?v=tFG_IHzY7TI

For further press information, please contact Jeremy Snook at JSPR on 01235 227572. Mobile: 07957 867139. E-mail: jeremy.snook@jspr.co.uk

Fusion-Events is the leading event organiser of automotive ‘live’ brand experiences. On behalf of vehicle manufacturers, retail dealers and fleets, it organises experiential events, product launches, prospect sampling tours, product training and test drives.

The creative marketing consultancy has worked for top automotive marques including Audi, Ford, Infiniti, Mazda, Porsche, Renault and Volvo. Its record test drive sales conversion rate stands at 76 per cent, almost 11 times more than the industry average.

Based in Bedford, Fusion-Events was established in 1989 to organise the famous corporate hospitality fly-drive track days, Driving Ambition. At its peak, the flight schedule of the Robinson R22 helicopter used was as busy as flights at London Heathrow Airport.

For more information, visit: www.fusion-events.com

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