Launch of the Kia EV2 at the music festival Way Out West

Kia has spent the past decade reshaping itself as one of the most design-led and fastest electrifying brands in the category. The Kia EV2 is a direct expression of that shift: a smaller, more accessible electric car built for a younger, urban buyer.

Establishing the newly launched EV2 in Sweden meant reaching an audience that product communication struggles to reach at all. A new model announcement and a showroom tour was unlikely to earn their attention. It became clear that the EV2 needed to meet them somewhere they were already paying attention.

One of those places is the music festival Way Out West, held in Gothenburg every August. The challenge was to connect the two and use it to put the right people in the driver’s seat. To take on that task, Kia Sweden partnered with us at Grow.

To create some incentive, we activated Kia’s countrywide dealership network to give aspiring festival-goers the chance to win tickets to Way Out West. Participants entered the competition by designing their own sticker, inspired by summer, the festival and their hometown. Kia’s dealerships gave away 75 Kia EV2s for the weekend, along with 150 three-day festival passes, two per winner. The winning stickers went on the bonnet of the borrowed cars.

In Gothenburg, Kia met the winners and the rest of the festival crowd, handing out stickers by their own DJ booth, powered by electricity drawn straight from an EV2’s Vehicle-to-Load system.

Activated across Kia’s channels, in the dealerships’ local communication and through influencer collaborations, the campaign generated more than 1,200 creative entries and 150 happy winners in 75 uniquely decorated Kia EV2s moving across the country.