At the FIFA Fan Festival™, Kia welcomed fans to the “Ground of Inspiration”. Here they were able to be inspired by experiencing the FIFA World Cup Qatar 2022™ in new ways.
Client: Kia
Agency: SDImktg
Role: Creative Director
Category: Experiential
Event: FIFA World Cup Qatar 2022
Kia wanted to create a fully interactive experience at the FIFA World Cup Qatar 2022 that celebrated their new EV9 concept car and incorporated some fun interactive moments for fans throughout. We partnered with them to create something that would not only entertain the most hardcore of football fans and attract veteran players and alumni, but act as a place for them to find inspiration.
Concept Render of Footprint
The Kia “Ground of Inspiration” came to life through 3 activities:
Kia Kick Tour
The “Kia Kick Tour” challenged fans to navigate 4 courses inspired by the stadiums hosting the FIFA World Cup™ in Qatar. Starting in the south, fans will kick their way from Al Janoub and Stadium 974 all the way to Al Bayt in the north. Navigating through ramps, bridges, shipping containers, and more around the stadiums, each course presents a unique challenge for fans to take on with friends new and old as they virtually visit each of the eight arenas. Using a slightly smaller-than-regulation football, this challenge was heavily inspired by mini-golf. With Tron-inspired lighting along the sides, this was an unmissable destination for both night and day.
Kia EV Ride
The “Kia EV Ride” was built as a virtual hoverboard game where fans will navigate the streets of Qatar in a race against time. Due to the exciting nature of this piece, we designed a space for it to sit with high visibility within the footprint. That way, fans walking by could easily watch participants already playing the game and build excitement to make them want to join the queue.
Kia Concept EV9
Sitting as the centre focal point of the activation’s footprint, we gave fans a up-close chance to check out the “Kia Concept EV9”. Beautifully lit and fully accessible from all angles, this vehicle was a destination point for fans for the entire run of the festival.
