Kia | Saving New Year’s Eve

Every year, over 1 billion people tune into ONE Times Square in New York City to watch the “Ball Drop” and celebrate New Year’s Eve. To launch the all-electric EV9 on the world’s grandest stage, amidst over 200,000 square feet of competing screens, we did the unexpected: We hijacked the most anticipated moment of the year–the 60-second countdown on Times Square.

We cut the power to the main billboard, creating suspense and setting the stage for the EV9 to step in just in the nick of time to revive the massive billboard (utilizing its Onboard Power Generator) and save New Year’s Eve, transforming a single billboard execution into a live, unforgettable brand experience

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Cannes Lions International Festival of Creativity | 2x Outdoor Shortlist

EV9 pre-orders skyrocketed, reaching 6,319 reservations.

A 5.2% retail market share was achieved even before the official launch.

The highest traffic on the EV9 page in one day.