Kia - Harnessing the Power of Independent Cinema

Client: Kia

How do you reposition your brand while creating an unparalleled synergy with film, maximising messaging impact while boosting emotional connectivity with target audiences? For the past two years, Kia, DCM and Havas have formed a strong, creative bond trying to answer these questions and the challenge. The collaboration has resulted in state-of-the-art advertising and created a new way of reaching target audiences.

With creative inputs by Havas Media, Havas PLAY and Innocean, this multi-year partnership provides a unique platform and the perfect building blocks to create an unparalleled synergy with film. ‘Movement that inspires’ - Kia’s new mantra - became the key message across DCM’s entire independent cinema estate, owning the Gold Spot - the 60 seconds ad space right before the movie start - all year round.

Not only that, Kia established a reputation for itself as a strong champion for independent cinema via a number of bespoke sponsorships, from the Sundance Film Festival to a comprehensive support of Picturehouse, DCM’s flagship brand, including their podcast The Love of Cinema and tactical activations at their outdoor cinema events and members clubs.