Kia gamifies app to target “marketing suspicious” men

kia_koup-kustoms_rego_02Kia has launched a gamified car modification app aimed at introducing the brand and its Koup model, to 18-30 year old males “whilst engaging them in a familiar environment”.

The app, Koup Kustoms, offers consumers the tools to become street-car designers. It allows players to modify and design their own Koup as well as create and share their own Koup Kustoms inspired magazine covers.

It has been created by We Are Social, with group account director Chris Bridgland saying in a statement: “We took the idea of individualism and created a campaign wrapped around the idea of self expression; an automotive campaign that allows participants to use the car as a canvas, to design, capture and share beautiful imagery which best represents themselves.”

The app, designed and built by We Are Social and creative agency Innocean Australia, integrates design elements and gaming functionality. Players can earn ‘Experience Points’ by completing goals and challenges. Until the end of the year, players also have the chance to win prizes including weekly rewards and the grand prize of a new Kia Koup Turbo.

Kia Australia GM of marketing Steve Watt said in a statement: “The aim of the campaign is to excite and connect with young Australian drivers around the launch of the 2014 Cerato Koup. The Koup, historically, hasn’t connected with the young audience in Australia and we believe that the way to connect with these highly ‘marketing suspicious’ and time-poor individuals is to talk to them on their level.”



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