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Kia
Game On App

Challenge

Kia is a challenger brand in Australia, selling 30,000 cars out of one million. A longstanding major sponsorship partner of the Australian Open, Kia wanted to find a way to rejuvenate its brand consideration levels with the TV audience of Australia’s biggest sporting event.

Solution

Sixty-nine percent of Australians use one or more additional screens while watching TV, meaning audiences are paying less attention to traditional advertising. Ansible came up with the idea to turn viewers’ smartphones into virtual tennis racquets by developing a second screen app that would interact in perfect sync with a series of 30 second TV spots.

The solution was a world-first mobile app called “Game On” that leveraged Shazam’s audio sync technology, an accelerometer used in fitness apps and the smartphone’s gyroscope to simulate the experience of returning a serve against a professional tennis player. The accelerometer and gyroscope measured the quality of the swing and the app would display whether or not the return was successful. Using the app people could play against TV, computer, tablet, on the tennis ground and at shopping malls.

Results

During the 2014 Australian Open, the app was downloaded by more than 193,000 users in the first two weeks of its launch and quickly became the number one app in the iTunes and Google Play Store charts. On average, players spent 15 minutes each using the app, viewing an average of 20 KIA commercials.

The app helped increase Kia’s brand awareness by 79% and the brand experienced an 8% increase in sales. Even after the Australian Open had finished, people from over 100 countries continued to play the game via the KIA Game On YouTube Channel.

Awards:

  • Global Mobile Awards 2015: Best Mobile Advertising & Marketing
  • Festival of Media Global 2015: Most Innovative Mobile App
  • AdNews Awards 2015: Media Campaign of the Year
  • AIMIA 2015: Best Smartphone/ Tablet App – Entertainment & Media
  • Festival of Media Global 2015: Best Use of Technology – Bronze
  • CLIO Awards 2015: Sports Marketing – Silver
  • AWARD Awards: Branded Entertainment & Content – Bronze
  • Australian Design Awards 2015: Best Expanded Service – Silver

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