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
SHARE
THIS



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.

 

Please login with linkedin to comment

Australian Open Kia

Latest News

Dairy Australia Launches Latest “Buy. Support. Enjoy Aussie Dairy” Via Elmwood
  • Campaigns

Dairy Australia Launches Latest “Buy. Support. Enjoy Aussie Dairy” Via Elmwood

The latest instalment of Dairy Australia’s “Buy. Support. Enjoy Aussie Dairy,” campaign has launched via elmwood. The ad aims to highlight the health benefits of getting your daily dose of dairy while also supporting local farmers and communities. The new Enjoy phase of the Dairy Australia campaign follows on from the initial scene-setting campaign, (around […]

Retired Marketing Man Andrew Piccoli Speaks About His Children’s Book ‘Dexter The Dahu’
  • Marketing

Retired Marketing Man Andrew Piccoli Speaks About His Children’s Book ‘Dexter The Dahu’

Andrew Piccoli spent his career overseeing some of Australia’s most memorable ad campaigns. Now, he has turned his attention to a particular area of passion: children’s literature. Now retired, Piccoli spent the COVID-19 lockdown writing the story of Dexter the Dahu for children aged between five and nine. He has donated a copy of the charming […]

A Clearer Lens: Restoring Trust In Out Of Home Measurement
  • Opinion

A Clearer Lens: Restoring Trust In Out Of Home Measurement

Outdated and modelled legacy measurement metrics being used by OOH companies have hindered confidence in the channel. Robin Arnold [pictured], Chief Technology Officer for LENS Technology & Analytics explores the few hero systems emerging to bring trust back to the channel. What do marketers really want? It’s a hard, nuanced question that has many answers. […]

Opinion

by B&T Magazine

B&T Magazine