THE CREATIVE IDEA

In the United States, only 3% of the population owns an all-electric vehicle.

In such a cold consumer landscape, we set out to warm the hearts, and consciousness, of the American public. And convince them that the EV6 isn’t just part of their future, but also a key to living a more fully-charged life.

So, to create an emotional connection with our consumers, we told the story of a lonely robotic dog trapped in a retail prison, searching for a companion. In the end, Robo Dog finds his forever home, thanks to the EV6, and is able to live fully charged. Both literally and figuratively.

The “Live Fully Charged” campaign kept the story going through different touchpoints across multiple channels. And in partnership with the Petfinder Foundation, we were able to show how the EV6 can fully charge the lives of shelter pets and drivers alike.

THE EXECUTION

To launch the Kia EV6, we wanted to do more than create interest —we wanted to make the country fall in love. Turns out 112 million Super Bowl viewers agreed and fell in love with Robo Dog—the wide-eyed, adorable, electric-charged, robotic dog who was willing to risk everything to find his forever home and live fully charged.

But that wasn’t the whole story. With its popularity and a 360-integrated campaign, we made a lasting impression. Extensions included an immersive, augmented – make that “Dogmented reality” – experience that used a QR code to bring Robo Dog into your home. The campaign also featured Kia’s first-ever TikTok integration with the #Turnaround dance. Using the same iconic song that was featured in the commercial, Bonnie Tyler’s “Total Eclipse of the Heart,” got influencers involved and extended our reach to an additional 34.3 million people while providing an engaging digital experience for consumers and dog lovers alike.

Kia didn’t stop there. Building on their purpose-driven identity, this campaign not only inspired the purchase of the all-electric Kia EV6, but also shined a spotlight on shelter animals seeking adoption. Through a partnership with the Petfinder Foundation—the largest online pet adoption site in North America—we helped shelter pets live fully charged, too. The Kia Pet Adoption Grants covered adoption fees to help 10,000 shelter animals find their forever homes. Plus, with their first-ever NFT collection, Robo Dog was minted as a series of rare NFTs to raise additional funds for the foundation—some selling for as much as $5,000.

With an adorable robotic dog as the star, the fully-charged, cross-channel campaign helped our audience fall in love with Kia’s first of many dedicated electric vehicles, and extended our reach well beyond game day to help thousands of real dog find their forever homes.

Kia - Robo Dog

CREDITS

Gold partners