Agency: Bastion Experience and Bastion Amplify

As part of Kia’s milestone 20th year partnering with the Australian Open in 2021, and with the unveiling of its new brand platform at the commencement of the tournament, Bastion Experience created a first of its kind, 3D anamorphic digital installation and car display for the brand with sister communications agency Bastion Amplify delivering the brand’s PR and influencer program throughout the tournament.

As a result of the pandemic, considerable changes took place across both the planning and event schedule as well as the on-ground experience at the Australian Open in 2021, and whilst the circuit breaker lockdown saw crowds barred for 5 days in the middle of the tournament, fans were welcomed back from Thursday through to the finals weekend.

Kia adapted its on-ground presence at Grand Slam Oval in the Melbourne Park precinct this year to bring their new brand evolution to life for not only tennis-goers but the wider broadcast and digital audience.

Bastion EBA created a first of its kind 3D anamorphic digital installation which was the focus for Kia’s Australian Open activation, consisting of a 12-metre wide by 2.6-metre-tall screen and displays with Kia’s new EV vehicles for the first time in Australia.

Titled ‘Kia-Morphia’, the anamorphic installation stunned audiences with an immersive, 3D illusion that brought the new brand slogan ‘Movement that Inspires’ to life. Featuring impressive visuals and animations of Rafael Nadal in action, Kia’s new EV vehicle range and recreations of natural elements to represent the new brand direction, Kia-Morphia showcases a visual feast like no other. Drawing on the calming and exciting motion that naturally occur in nature, ‘Movement that inspires’ embodies the stimulus that comes with the exploration of our environment.

Kia Australia’s General Manager of Marketing, Dean Norbiato, said the shift in focus presented a unique opportunity for Kia to continue to step ahead of the curve and do things outside of the category expectation.

The ‘Kia-Morphia’ installation and a collection of Kia’s EV vehicle range were on display on Grand Slam Oval at the Australian Open for two weeks.

Kia and Bastion EBA have worked together to deliver four successful Australian Open campaigns. Australian Open 2021 presented a fundamental platform to launch the new Kia logo to the Australian public with activity planned for later in the year to roll out the next phase of the Kia brand evolution.

When other partners pulled back from the Australian Open, we leaned into the uncertainty and saw 2021 as an opportunity to engage with our audience in new ways. We knew things were going to change and we worked closely with the Bastion team to plan for the various scenarios. We dialled up our content play, we focused on brand story-telling and we always had our audience front and centre. Our Kia-Morphia installation grabbed attention, was highly shareable, premium and visually stunning; characteristics which help carry the new brand reveal further.

We wanted to create a visual feast for fans, something that would stop people in their tracks onsite, but that would also translate well across content and social. 2021 is a different year, so our creative approach had to shift and evolve with the environment. It wasn’t about getting bums on seats, it was about creating impact and building something that would culminate as a premium and eye-catching showcase of the new Kia brand proposition.