Samsung

Client: Kia Motors / SiriusXM
Role: Creative Director
Involvement: Concept, creative direction, experiential design

Immersive Festival Activations for the (Kia) Soul

To boost awareness of the new Kia Soul, SiriusXM and Kia Motors asked ad agencies around the country for an unforgettable experience they could bring to 3 summer festivals. My concept won the business.

In order to make an impression on millennials at EDM music festivals, we needed an idea that would standout from the craziness, while being fun enough to not feel like an ad.

Enter the Kia Soul Station - a full-service ‘Human Car Wash’ that offers sweaty festival goers an opportunity to refresh, cool off and #GetShiny like they never have before.

SiriusXM broadcasted live, playing the top EDM tracks and interviewing some of the biggest DJs throughout the festival. Turning the Soul Station into one of the best parties at the event.

C A S E S T U D Y

THE RESULTS...

My work on this project lead Iris NYC to win their first B2C client to date. Across the three activations, 25,000 festivalgoers participated in the Soul Station experience. It earned more than 2.5 million social media impressions, generated over 1,200 new SiriusXM subscriptions and drove more than 100 direct sales for Kia Motors.

THE RESULTS:

My work on this project helped Iris NYC win their first B2C client to date. Across the three activations, 25,000 festivalgoers participated in the Soul Station experience. It earned more than 2.5 million social media impressions and generated more than 100 direct sales for Kia Motors.

As they enter the Soul Station, guests were greeted by a 16-foot wide misting arch, so they could cool off before they heat up on the dance floor (as well as keeping guests cool while they waited in line).

Actors in ‘festival-fabulous’ mechanic jumpsuits kept guests engaged and entertained throughout the experience.

The heart of the Soul Station of course was the Human Car Wash, consisting of foam cannons, spinning brushes and drying fans. Elements of the Kia Soul were mixed into the environment.

An optional ‘No Foam-O’ entrance offered a way in for anyone not bold enough to take the plunge.

There’s nothing like a good buff and polish to make you sparkle after a car wash, so naturally we built a Shine Room. This mirror ball bedazzled lounge area allowed festivalgoers to receive a uniquely EDM makeover complete with body paint and lots and lots of glitter.

Attendees could then show off their new look in our crazy photo booth area. #GetShiny.