Eight cars. 13 features. One night to outrun the past.
Create 13 feature-demonstration videos for eight different Kia vehicles. So that’s what we did, complete with car chases, kidnappings, and a murderous crime syndicate. The final product was a six-minute action thriller where the cars and their features took center stage. It just might be the first product demo that gets your heart racing.
In a year without big Hollywood movies, we rolled out the Features Film like a summer blockbuster campaign. Starting with a trailer that was viewed 5.5 million times on YouTube.
Then we leaked the first 60 seconds of the story.
We targeted in-market shoppers through pre-roll and social media by releasing the film as a series of 13 clips, each built around a specific feature.
Our social campaign included Motion Movie Posters starring our memorable characters, and interactive Instagram polls that invited fans to choose their own getaway car.
The Features Film was applauded by audiences and critics alike, resulting in 22.5MM views, and crushing benchmarks for ad recall, completion rate, consideration lift and favorability lift. Accomplishing maybe the ultimate impossible mission: creating a demonstration video worthy of a sequel.