Kia Motors has launched a new campaign in India to unveil its Official Match Ball Carriers (OMBC) for the FIFA World Cup.
Kia, which is FIFA’s official automotive partner alongside its sister car company Hyundai, has created a digital music video called ‘Two Little Feet’ to spearhead the initiative.
The spot stars Karnataka’s Rishi Tej (age 10) and Tamil Nadu’s Nathania John K (age 11): the two country winners of the Kia OMBC program who are representing India on the pitch during the tournament.
Kia Motors India also announced four other youngsters have been selected to visit Russia as spectators to watch the world’s biggest sports event in person.
The lead spot was supported by further social media creative executions.
Introducing India’s First Official Match Ball Carriers at 2018 FIFA World Cup™. Stay tuned to know more. #KiaOMBC #KiaInIndia pic.twitter.com/YAB4SlvJTw
— Kia Motors India (@KiaMotorsIN) June 12, 2018
The spot launched on 18 June to coincide with the kick-off of the Belgium v Panama game at which Tej will first step onto the pitch.
While John K will carry the match ball for the 22 June game between Brazil and Costa Rica.
The campaign was developed with in-house agency Innocean Worldwide.
Comment:
Yes, it’s yet another anthemic music video activation from a Russia 2018 World Cup sponsor.
This approach of blending sport with music and entertainment has been one of the key creative trends during this year’s World Cup with other notable brands anchoring their activation with their own tournament anthem including Qatar Airlines ‘Dancing In The Streets’ (see case study) and Coca-Cola ‘Colors’ (see case study).
Another notable World Cup initiative India was the ‘Doosri Country’ campaign (see case study) from official broadcaster Sony Pictures Networks India (SPN).
Links:
Kia India
https://twitter.com/kiamotorsin
https://www.facebook.com/kiamotorsin
https://www.youtube.com/channel/UCfiOn3My37t_fahQE6VhyuA/featured
https://www.instagram.com/kiamotorsin/
Innocean Worldwide.
