Innocean Worldwide Europe
Tue, 06 Dec 2022 13:26:08 GMT
Creative agency INNOCEAN Berlin taps into gaming culture with a videogame themed TikTok in collaboration with creative quartet ‘Ghetto Trio’.
The group, who are known for their viral videos recreating the characteristic movements of video game characters, have amassed over 33M views, turning them into precursors of the now legendary ‘Video Game in Real Life’ TikTok trend.
The film, done in collaboration with Kia Europe, features the EV6 GT, the brand’s silent yet ultra-fast electric performance car. It follows the main character on a quest to complete the game mission as he drives the car and makes use of its different features. The project reinforces the brand’s ethos of ‘Movement that Inspires’ through content that is familiar yet engaging to a new generation of drivers. Ending in one of the ‘Ghetto Trio’ unmistakable choreographed dances, the film builds an absorbing story with graphics and acting fit to make anyone doubt whether this is a video game or indeed real life.
This new work demonstrates INNOCEAN Berlin’s continued commitment to creating strong social media ideas that live on the chosen platform seamlessly. The agency believes that collaborating with TikTok creators and tapping into popular trends instead of pushing the brand in a more traditional way will have far greater appeal to the next generation of drivers.
Gabriel Mattar, chief creative officer, INNOCEAN Europe says, "Our aim for this project was to inspire the drivers of tomorrow and therefore it was important for us to respect their codes and become a part of their culture. At INNOCEAN Berlin we’re proud to have a diverse team, and the creatives behind the project being gen z themselves ensured that the work we created was relevant and native to a platform like TikTok."
Jack Christensen, creative director at INNOCEAN Berlin adds, "With gen z, we’re talking to a new kind of audience. One that wants entertainment and authenticity. That’s why the videogame format works so well. It’s familiar yet engaging, hooking viewers with a mission they want to follow and see accomplished. The Kia EV6 GT also feels like a naturally integrated part of the story. Something that is far harder to achieve with traditional advertising on current social media platforms.
“This new campaign is helping Kia and the EV6 GT connect with a whole new generation of consumers,” comments David Hilbert, marketing director at Kia Europe. “It was important to understand and respect the cultural preferences of our target audience, and that is why we avoided a brand-heavy approach. Instead, we are exploring a new creative style that we know will really resonate and have huge potential reach. Crucially, the EV6 GT has been integrated into the content in an authentic and entertaining way; it becomes another important character pursuing the ‘mission’, anchored into the narrative.”
Categories: Automotive, CarsInnocean Worldwide Europe, Tue, 06 Dec 2022 13:26:08 GMT