Bastion Effect took the traditional concept of Drive Day to the next level and invited 10 top-tier Melbourne influencers on an unexpected drive to a series of locations that surprised and delighted, to test out the all-new Kia Seltos during AO 2020.
Kia’s sexy new Seltos wants to be the ride for the young and fun – single income no kids (SINKS) in particular. With a cool ad featuring that hot track from Billie Eilish the position it was seeking in market was one of surprise, delight and innate relevance. Bastion Effect were tasked with bringing this to life during Kia’s Australian Open sponsorship.
We curated a surprise and delight drive day where 10 specially-selected influencers (and a guest) were given the chance to jump behind the wheel of the all-new tech-smart, stylish Kia Seltos and indulge in a premium, money-can’t-buy experience. We focused on 20-30-year-old influencers with whom we could create brand equity and activate as advocates across social media.
With breakfast at Room1954 at Pullman Hotel, influencers began their day in style before being given the keys to the all-new Kia Seltos and hitting the road towards the Mornington Peninsula. After an indulgent lunch at one of Victoria’s most sought-after wineries, Jackalope, influencers created content at Arthurs Seat Lookout before driving to the final destination where a custom-built harbourside pop-up tennis court had been erected at Riva St Kilda for an afternoon of tennis tricks from international tennis trickster Stefan Bojik, accompanied by snacks and refreshments.
With so many share-able, Instagrammable moments along the way, the 10 snap happy influencers created content that heroed the car and the drive, generating strong social buzz that reached more than 3.5 million people.