[JUDGING] Kia Motors Ireland
Section: Video Campaign: Agency
Organisation Name: Kia Motors Ireland
Video Questions
Name Of Brandclient
Kia Motors Ireland
Personpeople Who Runs This Campaign
Simon Peel Yates, Zoe Byrne and Mercedes Ortega
What Is The Name Of The Videovideo Campaign
The EV2 Confidence Drive
Do You Use Alt Text In Your Images And Caption Your Videos
No
Objectives Of Campaign And Metrics
Positioning & Accessibility: Support the launch of the EV2 by positioning it as an accessible electric vehicle appealing to a trendsetter audience. Brand Transformation & Emotional Connection: Build fame and an emotional connection for the EV2, transforming Kia from a brand primarily known for practicality into one that is admired, desired, and culturally relevant. Democratise EV Ownership: Present the EV2 as the next-generation gateway into electric driving, overcoming perceived barriers and unlocking a new, younger trendsetter audience. Cultural Ownership: Create cultural ownership through distinctive partnerships, embedding the EV2 authentically in spaces, experiences, and conversations trendsetters genuinely connect with. Key Metrics: Reach: 1.7M+ unique users reached (612,000+ on Meta, 1.1M+ on TikTok). Impressions: 10.6M+ impressions delivered (4.7M+ on Meta, 5.9M+ on TikTok). Video Views: 10.9M+ video views (500K organic). Engagement: 308K+ engagements, 6.48% engagement rate on Meta (vs 5% benchmark), 6.76% video hook rate (vs 5% benchmark). Clicks: 6,900+ clicks generated (2,900+ on Meta, 4,043+ on TikTok), CTRs exceeded industry awareness benchmarks (0.06% Meta, 0.07% TikTok). Brand/Business Impact: Kia electric vehicle sales up 24% YOY in H1 2026.
Video 1: Link To The Video Give Stats What Is The Videos Purpose
Link Episode 1 Hero Video: https://www.instagram.com/p/DZe4C7uj7vn/?hl=en
Stats: "Episode 1 hero – 3.5M video views". Contributed to overall 10.9M+ video views and 500K organic views.
Purpose: To introduce the Kia EV2 as an accessible and desirable electric option, Episode 1 took us on an adventure with Curtisy and Why-Axis in the EV2, where they went birdwatching with Birdwatcher, Ricky Whelan. It aimed to build fame, an emotional connection, and challenge perceptions about EV ownership by demonstrating its ease of use in relatable, unscripted scenarios and highlighting some key features of the Kia EV2.
Video 2: Link To The Video Give Stats What Is The Videos Purpose
Episode 2 Hero Video: https://www.instagram.com/p/DaBAi7rFMts/?hl=en
Stats: “Episode 2 hero – 3M video views". Contributed to overall 10.9M+ video views and 500K organic views.
Purpose: To further reinforce the EV2's appeal and ease of ownership, Episode 2 took us on an adventure with Curtisy and Why-Axis in the EV2, where they headed to the coast to take a plunge in the Irish Sea, demonstrating how the vehicle acts as a capable companion with its heated seats. This episode continued to democratise EV ownership, foster cultural relevance, and build an emotional connection with the target audience by showcasing natural charging moments and lifestyle integration.
Video 3: Link To The Video Give Stats What Is The Videos Purpose
Episode 1 – Cutdown 1 (https://www.instagram.com/p/DZK8vfgD5Hr/), Cutdown 2 (https://www.instagram.com/p/DZXUpYiFzbV/?hl=en)
Episode 2 – Cutdown 1 (https://www.instagram.com/p/DZup1Y8D8m9/?hl=en), Cutdown 2 (https://www.instagram.com/p/DZ4j_bLkc-Y/?hl=en)
Stats: "Cutdowns – 4.4M video views (these views fuelled the paid media retargeting audience)".
Purpose: These shorter, scroll-optimised assets were designed to maximise engagement within fast-paced social feeds and serve as effective retargeting tools. Their purpose was to capture initial attention, drive awareness, and funnel users into a retargeting audience for the longer hero episodes, ensuring sustained engagement and efficient campaign reach. They helped amplify key moments and messages from the main series.
Additional Information For The Judges
"The Confidence Drive" innovatively transformed the automotive test drive into an entertaining, two-part social video series, adopting an "entertainment-first approach." Partnering with influential Irish artists, the campaign authentically integrated the Kia EV2 into cultural moments, making EV ownership accessible, and desirable for trendsetters. It demonstrated innovation by shifting content from technical specs to aspirational lifestyle, using unscripted storytelling and achieving cultural immersion within Irish contexts. Premium production values, tailored for short-form social video, ensured high engagement and scroll-stopping effectiveness.