Gear Up Campaign Epilogue
How can we give the gift of confidence to young adults who are just starting out in life and are inexperienced at driving?
Let them experience the drive that they have never known before.
Kia recruited participants from all over the world.
Through Facebook, blogs, local distributor events, a large number of people expressed their interest to participate
and 13 lucky candidates with extraordinary stories were chosen to come to Barcelona.
>> KME interview
Our innovations are not only coming through improvements in the rational aspects of our products (in terms of design, quality, safety and technology), but also understanding the needs of consumers and improving the our products overall to fit consumers’ life needs.
KIA’s global campaign, Re:Design aims to bring across our brand philosophy to consumers.
This year, we aim to Re:Design self-confidence of young adults worldwide, who are about to enter in the adult life and experience driving for the first time with the gear Up campaign.
>> Participants interview
"Unlike my country, Barcelona has beautiful features. I want to actually drive on the streets and see them for myself."
“Barcelona has beautiful features that are different from my country. I want to actually drive on the streets and see them for myself."
"I've never driven on a race track before and this is the first time visiting a foreign country on my own."
Participants had an opportunity to take a driving challenge on the circuit in Barcelona.
On the second day, they enjoyed driving around the city in Barcelona.
With Fraser Doherty and Manfred Stohl, the participants had a chance
to boost their confidence in driving as well as in life.
>> Marketing Director (Interview)
We have invested half a year of preparation time and over 300 staffs
in order to give our best to present the best experience.
>> Saudi local distributors’ interview (inserted)
“The ‘Gear Up’ campaign was conducted worldwide by Kia and targets young adults in their 20s and 30s who are potential future customers for Kia.”
The long journey turned out to be a success and we gave unforgettable experiences to the participants.
>> Participants’ interview
"I've gained confidence in driving."
"It was really stable on dirt roads and hills."
“I was surprised with the powerful engine on the track with lots of hills.”
The Gear Up campaign received amazing responses from the public
The participants found themselves enjoying the driving experience and shared those amazing moments through Social Media.
>> Participants / Subsidiaries’ interview
"I think it will be helpful in terms of raising brand awareness as well as the overall perception."
“I had trauma after a bad car accident in the past. But now I became comfortable with
>> Outro subtitle
What they learned for four days was
get rid of the fear
trust each other
and how to ride a road called life
Kia Re:design your drive.