Kia Australia launches 3D Unity app for the Koup Turbo via We Are Social and Innocean Australia
To launch new Koup Turbo Kia Australia has just launched Koup Kustoms, a gamified car modification app designed and built by specialist communications agency We Are Social and creative agency Innocean Australia.
Created using state of the art Unity 3D gaming engine and hosted on Facebook, Koup Kustoms aims to introduce Kia to 18-30 year old males whilst engaging them in a familiar environment.
Taking inspiration from the world of car modding and gaming, Koup Kustoms offers car
enthusiasts, gamers and aspiring designers the tools to become street-car designers. Players can modify and design their very own Koup which can be shot from a multitude of professional camera angles, as well create and socially share their very own Koup Kustoms inspired magazine covers.
Says Chris Bridgland, aroup Account director, We Are Social: “We took the idea of individualism and created a campaign wrapped around the idea of self expression; an automotive campaign that allows participants to use the car as a canvas, to design, capture and share beautiful imagery which best represents themselves.”
In creating the Koup Kustoms experience We Are Social integrated key design elements and gaming functionality. As some of the actual mod parts are not yet available the agency consulted with car designers from across the globe to produce custom parts from scratch. This included modworld inspired front wings and on-trend bonnet styles, producing the parts as real-world 3D models and then adapting them for the game. New environments will continue to be added, including garages, shipyards and remote desert battlefields, taking an environment lead from games such as Call of Duty and Need For Speed.
Within the game environment players can earn ‘Experience Points’ by completing goals and
challenges, whilst sharing their designs across social media. Until the end of 2013 players also have the opportunity to win a wealth of prizes including weekly rewards and the grand prize of a brand new Kia Koup Turbo.
Says Steve Watt – GM of marketing, Kia Australia: “The aim of the campaign is to excite and connect with young Australian drivers around the launch of the 2014 Cerato Koup. The Koup, historically, hasn’t connected with the young audience in Australia and we believe that the way to connect with these highly ‘marketing suspicious’ and time-poor individuals is to talk to them on their level.”