Kia: MISSION NADAL

Credits & Description:

Advertiser: KIA MOTORS IBERIA
Agency: INNOCEAN WORLDWIDE EUROPE, ARNOLD AMSTERDAM
Category: Celebrity Endorsement
Online Manager: Estefania Villaespesa (Innocean Worldwide Spain)
Online Creative Manager: Jaime Montes (Innocean Worldwide Spain)
Chief Creative Officer: Jamie Colonna (Innocean Worldwide Europe)
Account Director: Jorge Lopez (Innocean Worldwide Spain)
Copywriter: Manuel Arias (Innocean Worldwide Spain)
Post Production Producer: Paco Caraballo (Dalton's)
Production Company: Mushroom (Mushroom)
Creative Director: Oscar Lopez-Sainz (Innocean Worldwide Spain)
Creative Director: Santiago Saiegh (Innocean Worldwide Spain)
Post Production: Dalton's (Dalton's)
Video Production Company: Som (Som)
Programmer: Anxo (Production Company)
Account Executive: Elena Alcaraz (Innocean Worldwide Spain)
Post Production Director: Jorge Del Rey (Dalton's)
Art Director: Vicente Navarro (Innocean Worldwide Spain)

Relevancy
Nadal suffers a serious injury, and has to withdraw from competition, his future is now uncertain.Kia wants to help Rafa Nadal and show him their support at the most difficult time of his career.Kia wants to show the Spanish consumers their unconditional support to the best Spanish tennis player ever. We saw an opportunity in a disadvantage, and in response to a crisis (Nadal injured and not being able to play) we turned it upsidedown and turned it into a communication campaign.At the same time, the absence of Nadal playing means a lack of tennis news in Spain, so PR is the best media to launch the campaign.

Strategy
Use Nadal’s injury to launch a campaign supporting him based on one sentence: “people demonstrate friendship in hard times, not during a party” 

Execution
We first uploaded a video on to the internet encouraging Rafa’s supporters to collaborate with their shouts of encouragement.We gathered the shouts of encouragement from his followers and turned them into the strength to help him get back to the top. We created the website Missionnadal.Once we gathered the necessary helium, we launched the racket to the stratosphere. We sent Nadal's racket to where he deserves it, at the top, among the stars. All TV channels covered the launch.

Campaign Description
Kia has been supporting the number one world tennis player for over 7 years, Rafael Nadal. Suddenly, a crisis. Nadal suffers a serious injury, and withdraws from competition, his future is now uncertain. Kia wants to help Nadal and show him their support at the most difficult time of his career. They also want to keep the association with the player and increase its brand awareness during Nadal’s time off the courts. The idea was to bring Rafa’s racquet back to the very top, up with the stars, powered by a balloon charged with the energy of the voice’s of Rafa’s supporters. We first uploaded a video on to the internet encouraging Rafa’s supporters to collaborate with their shouts of encouragement.We gathered the shouts of encouragement from his followers and turned them into the strength to help him get back to the top. We created the website Missionnadal. Once we gathered the necessary helium, we launched the racket to the stratosphere. This PR campaign has helped us build the brand image of relationship and support of Kia and Rafa Nadal. We were proactive in idea generation in response to a sponsorship crisis (Nadal injured and not being able to play)This campaign has leveraged the relationship of the brand with Nadal, a relationship built on trust and credibility earned over years of supporting him. We sent press releases to the media, which echoed the event / campaign and it was published and broadcast.Our campaign was covered extensively on all television news programmes and online media.

Effectiveness
More than 50.000 visits at www.misionnadal.com1.215 shouts of encouragement collected3.700 liters of Helium1.600.000 views on Facebook150.000 views on Youtube76 online media worldwide covered the news PR ROI: 45.000€ media investment became 372.000€ of earned media & most important, Rafa wins every tournament since his back to the courts!

Client Brief Or Objective
•The goal: Awareness.•Target: Spanish people. Core target: Tennis fans. Progressive modern mainstream.