RED CARPET AND KIA WIN NC AWARDS IN THE “BEST HOLISTIC CAMPAIGN AUTOMOTIVE SECTOR” SECTION WITH THE KIA + MAHMOOD CAMPAIGN COORDINATED BY THE INNOCEAN AGENCY
● Kia accompanied Mahmood on his European tour and the brand was integrated into the documentary “Mahmood”, which premiered at the “Festa del Cinema di Roma” and was distributed on Prime Video in 18 countries worldwide;
● The project’s cross-media journey ran from April to November 2022, generating high visibility toward the Kia brand;
● Thanks to the Kia + Mahmood campaign, Red Carpet is confirmed as a leader in the celebrity management industry and in the creation of brand entertainment projects;
Red Carpet and Kia won the Best Holistic Campaign Sector Automotive award at the NC Awards thanks to the “Kia + Mahmood” campaign.
Red Carpet and Kia participated in the NC Awards for the first time together and took first place in the category in which they competed. The NC Awards are a showcase of excellence in the field of integrated communication, where each year the most important campaigns are evaluated by a jury of about 40 managers from companies in all product sectors and top spenders in communication.
“Kia + Mahmood” was born from the idea of combining two unique winners in innovation, style and beauty in a major integrated communication project: Kia EV6 is Car of the Year 2022 and Mahmood is the winner of the “Sanremo Festival 2022”. The result was a cross-media brand entertainment project that ran from April to November 2022, generating high visibility and many positive sentiment reactions.
Kia enhanced its international brand visibility by accompanying Mahmood on board the EV6 on its European tour; a tour that saw the parallel activation of a loyalty program dedicated to the brand’s top clients.
The Kia brand was then integrated in the documentary “Mahmood”, a title that entered Prime Video’s top-ten list and premiered at the “Festa del Cinema di Roma”; a festival where the car was the protagonist of live entertainment activities amplified by the involvement of influencers and celebrities present at the event.
Thanks to Innocean, Kia also played a leading role in “Sounds Wonderful”, a digital music challenge conceived for the launch of the new Kia Niro dedicated to young talents that offered the opportunity for an emerging artist to perform at the opening of the Italian leg of Mahmood’s tour and whose strong point was undoubtedly precisely the role of the new Niro: much more than a means of support and displacement for the young talents, the car became an integral part of their songs thanks to sound sampling and audio editing work supervised by internationally renowned coaches. Everything was documented and narrated through a video poster, released to communicate both the beginning of the operation and the collaboration between Kia and Mahmood, followed by several video contents that allowed users to follow the contest in all its phases.