- Kia UK extends its support to 242 independent cinemas through renewed partnerships with DCM and Pearl & Dean.
- The campaign showcases the electric EV9 with new cinematic ads, reaching over 12 million viewers annually.
- A 208% increase in brand awareness from previous years underscores the impact of cinema partnerships on EV promotion.
The Kia EV9 is to become a regular fixture at UK cinemas thanks to extended partnership
Regular cinema-goers will be used to settling into sweeping shots of Kia’s latest models, sandwiched between the trailers and the movie. Now, Kia UK has extended its commitment to independent cinema for the third consecutive year, with the EV9 in the spotlight.
The company has renewed its partnership with Digital Cinema Media (DCM) and added a new alliance with Pearl & Dean. That means they’ll be supporting 242 independent cinemas across the UK.
This expanded partnership includes the Curzon cinema estate. The Curzon cinemas join the ranks of other supported venues like Picturehouse, The Light, Reel, and Savoy.
Kia’s new campaign highlights the fully electric seven-seater EV9. They’ve worked with Innocean UK to develop fresh, cinematic content. These ads will be prominently featured in DCM’s ‘Gold Spot’ and on Curzon screens, reaching over 12 million people annually.
That stat tells the whole story. 12 million cinema-goers over the next year will experience the award-winning EV9 in all its big-screen glory. It joins the ranks of BYD, and more recently, EVCP Solutions, in their successful partnerships to propel the electric message.
Sanka de Silva, Marketing Director at Kia UK, commented:
“We believe that movement inspires, and there’s nothing quite like the moving pictures to demonstrate this and showcase our products. We’re excited to show our latest cinematic adverts for the fully electric seven-seater EV9 and Sportage, which really need to be seen on the big screen to be fully appreciated.”
Does this style of partnership help EV adoption?
Davina Barker, Sales Director at DCM, said:
“We’re extremely proud of this fully immersive, integrated partnership with Kia in the independent cinema space. Year two alone increased brand perception among cinemagoers by 208 per cent and this campaign renewal into a third year truly solidifies Kia’s ownership of independent cinema, creating an unparalleled synergy with film while maximising emotional impact and cut through with an upmarket, discerning audience.”
A 208% brand awareness increase is a remarkable achievement. Branding, positioning, and messaging work. That’s why these partnerships, with a skew towards EVs, are taking flight the world over. We’ll see how popular the EV9 becomes after its cinema treatment.
