Kia UK - Every Game is a Journey

The Brief 

Kia’s association with Surrey County Cricket club and the synonymous Kia Oval now stretches over a decade – going into the new season there was a desire to make this relationship “bigger and better” with new, fresh content. The aim of this content was to simultaneously appeal to a cricketing audience, further amplify the inspirational message of Kia’s new branding, and spread increased awareness of Kia’s association with cricket.

We were briefed to develop social content, starting with an hour each with three high profile Surrey County Cricket players – Chris Jordan, Ollie Pope and Rory Burns – at a pre-arranged media day.

The Solution

An idea that maximised the limited time available with each player whilst linking strongly with pre-recorded car footage was needed – archive cricket footage was also included to add further dynamism to the creative.

To achieve this, we arranged a video shoot at the Kia Oval. The hour we had with each player included:

-        Organic interview session.

-        Scripted voice over session.

-        Visual shots of Players’ profile, kit prep. Their ‘pre-match’ moments in the changing rooms.

-        Outdoor shots of the players on the field, their celebrations.

Three edits were developed with the footage we shot, one for each player. The tone of the videos was adapted based the footage and recording for each player, varying between the unscripted and the scripted to produce edits that feel relaxed, natural and engaging.

The Results

Everyone involved agreed that the final videos excellently provided a link between Kia and cricket, whilst maintaining an exciting and interactive piece of content for the viewer. Kia saw the videos as the best piece of cricket content produced in recent years, and there was no doubt that these would elevate the connection between Kia and Surrey Cricket club across social media.