KIA Celebrates Twenty Years At The Australian Open With Its Kia-Morphia Experience

KIA Celebrates Twenty Years At The Australian Open With Its Kia-Morphia Experience
B&T Magazine
Edited by B&T Magazine

KIA has celebrated one of the longest sporting partnerships in Australian history, with twenty years as the major partner of the Australian Open. In honour of the anniversary, it has revealed both a new logo and the Kia-Morphia LED installation.

The new logo reflects Kia’s new brand direction, and the ethos ‘Movement That Inspires’. This represents Kia’s desire to cement its leadership position in the future mobility market, and its drive to become an icon of change and innovation.

Kia’s new brand action will see a focus on inspiring customers while their mobility needs evolve, by popularising electric vehicles and creating tailored offerings to meet the needs of the Australian market.

The 2021 Australian Open partnership has had to reflect the considerable changes to life as a result of the pandemic. For this year’s open, both the event schedule and on-ground experience at the Open had to adapt.

For Kia, this meant changing its on-ground presence to bring its brand evolution to life, not just for tennis-goers, but also for a wider broadcast and digital audience.

The Kia-Morphia is a first-of-its-kind LED digital cube display eafturing at twelve-metre wide by two-point-six tall screen displaying Kia’s new EV vehicles for the first time in Australia.

This installation will wow audiences with an immersive, 3D anamorphic illusion created to represent ‘Movement that Inspires’. It features animations of Rafael Nadal in action, as well as Kia’s new EV vehicle range and visuals recreating natural elements of the new brand direction.

Dean Norbiato, Kia Australia General Manager of Marketing, said, “putting the fan experience at the heart of our Australian Open experiential strategy has always been key.

“However with the picture looking a lot different this year, we needed to cater for the bigger digital and broadcast audience, which actually could mean more eyeballs tha ever before.”

“Our Kia-Morphia installation is the first thing that grabs your attention when you visit Grand Slam Oval at Melbourne Park, and possesses organic share appeal, which helps carry the new brand reveal fruther.”

The Kia-Morphia installation and a collection of Kia’s EV vehicles will be on display on Grand Slam Oval until 21st February.


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