The Brief
In November 2002 a launch for the upgraded model of Rio was to take place in Melbourne, Sydney, Brisbane and Perth. Kia wanted these events for the Dealers to move away from traditional presentation styles and venues. Keeping in mind that Dealers attend events on an ongoing basis, we wanted to create a different experience - one that they would think was original, creative and innovative.

Creative Execution
Keen to create an upbeat, funky atmosphere and incorporate video material as requested by our client, TBEM secured small, trendy cinemas in each State, ones where vehicle access was possible. This proved an interesting task, as one does not usually associate cinemas with car launches! As the Rio was already in the market and this was a re-release with new features, we created a buy-line “The New Release…” .