Iris, Kia Motors America and SiriusXM announce the ultimate EDM music festival experience – ‘The Kia Soul Station’ Powered by SiriusXM, taking place at Electric Zoo Festival in New York City.
The ‘Soul Station’ is set to be an unforgettable festival experience, as a full-service ‘Human Car Wash’, aims to boost awareness of the 2020 Kia Soul. Taking place over Labour Day (August 30th-September 1st) weekend, the activation has been created for EDM loving millennials who are considering buying their first car.
The ‘Soul Station’ will feature amazing music, one-of-a-kind glam rooms and a beautifully designed space promoting both the 2020 Kia Soul model and SiriusXM radio station. The immersive experience twists the typical concept of a car wash and turns it into a giant party that will give festival goers the opportunity to refresh and get shiny whilst keeping the party going alongside Kia and SiriusXM.
As they enter, guests will be greeted by a 16-foot wide misting arch, so they can cool off before they heat up on the dance floor. The Soul Station will also feature a ‘Human Car Wash’ consisting of foam cannons, spinning brushes and drying fans, as well as the “Shine Room,” a beautifully designed space where festival goers can sample a variety of makeover products to glam up their style before heading back to the dance floor.
The campaign places the EDM loving millennial at the centre of the experience by curating interactions that make their festival experience as good as it gets. Complimentary photo backdrops, glitter glam products, dance off prizes and artist interviews all give fans a reason to feel like VIP’s and start a natural conversation between them and Kia and SiriusXM.
The campaign has been inspired by the fact that buyers of the Kia Soul have been aging while awareness and consideration among the younger demographic declined, so Kia & SiriusXM needed to make a huge splash where the millennial audience was already engaged – at EDM music festivals across the country.
Two Kia Soul models will be on site at the festival for attendees to explore and a wall of tablets will allow attendees to explore the SiriusXM All Access package and sample music from its popular EDM channels, including BPM, Diplo’s Revolution, and SiriusXM Chill. In addition, hosts from SiriusXM’s BPM channel will be on-site interviewing festival performers.
This is the third and final activation for the Kia Soul Station, with the first two activations taking place at Sunset Music Festival in Tampa Florida and the Spring Awakening Music Festival in Chicago, taking place in May and June respectively.
Creative Agency: Iris
Creative Director: Marcus Liwag
Managing Director: Bonnie O’Hara
Group Account Directors: Greg Markant
Account Executive: Jessie Brown
Design director: David Penn
Planners: Lakshmi Taneja
Agency Producer: Cameran Howell
Executive Planning Director: Dipti Bramhandkar