How to empower the Kia sponsorhip with Rafa Nadal out of the traditional
By creating a campaign in which Rafa Nadal would sell one of his
Kia cars, the Pro Cee'd, directly to his fans.
An innovative action between reality and advertising, that started with
Rafa Nadal placing a mysterious ad on Mallorca's local newspaper
Última hora, teasing fans and media with his mobile phone number, for
later unveiling that he is auctioning his car to benefit the foundation.
Thanks to this simple but powerful action, lots of impacts and
conversations were generated through the social media and amplified
through mass media channels, all to strengthen Rafa and Kia's link, and
to present the new Kia Cee'd in an unprecedented way of using a celebrity.