KIA Auto Show

KIA MOTORS // GO!2011 LA AUTO SHOW CREATIVE KIA MOTORS // GO!2011 LA AUTO SHOW CREATIVE 14

Presenter Look

(Adding people to seating)

KIA MOTORS // 2011 LA AUTO SHOWCREATIVE

10.28.2011

GO! LLCwww.teamgo.com

http://www.teamgo.com

http://www.teamgo.com

KIA MOTORS // GO!2011 LA AUTO SHOW CREATIVE KIA MOTORS // GO!2011 LA AUTO SHOW CREATIVE

WINNING PACE2

KIA MOTORS // GO!2011 LA AUTO SHOW CREATIVE 3

Public Days Floorplan*

*Not final


Day 1 Press Schedule

Wednesday, November 16, 2011

8:00 am - 8:50 am Welcome & Motor Press Guild Keynote9:00 am - 9:25 am Mazda9:30 am - 9:55 am Cadillac10:00 am - 10:25 am Volkswagen10:30 am - 10:55 am Hyundai11:00 am - 11:25 am Jaguar/Land Rover11:30 am - 11:55 am Infiniti12:05 pm - 12:30 pm Porsche12:35 pm - 1:00 pm Ford1:05 pm - 1:30 pm Honda

1:35 pm - 2:00 pm Fiat

2:05 pm - 2:30 pm Kia2:35 pm - 3:00 pm Bentley3:10 pm - 3:35 pm Chevrolet3:40 pm - 4:05 pm Subaru4:10 pm - 4:35 pm BMW

4:40 pm - 5:05 pm Audi


LACC West Hall

KIA MOTORS // GO!2011 LA AUTO SHOW CREATIVE

!"#"$"%

&"'"(")"*"+"'")","'

!"#"$"%

-"'"."/"#"-".

!"'"0"( /","$"1")"-"2"$ ,"#"."%"0

34567389

3856749

:367;935<673393467=9

356739

<86789

;867=9

>5:9

>5:9

>5:9

>5:9

>5:9

>5:9

$?@AB3

!"#$%&'()"*$

/?CD"EFGFGH"IJ"GKIGC

/?CD"EFGFGH"?LIGC"GMNI

><6

><6

><6

><6

><6

><6

><6

><6

><6

><6

><6

><6

><6

><6

!"#"$%%%&"'()*+,"-./+,/'

+%,%-./%01"#2"%#3)$$4#%51(64%5)(2%7.8%')9##:"3;%01"#2"%6$<*;'#%"==)(>?%@-.1A#?

=6"ONPG"7")IGGQ

=6"ONPG"7")IGGQ

<6"ONPG"7")IGGQ

<6"ONPG"7")IGGQ

"0"'")"-"2

3:

5

0"'")"-"2

0RS"7")(#$0T2$##&

#U0U,U"7"386789

)(#$0T2

$##&

#U0U,U"7"386789

/#.!2$2./2$##&

#U0U,U"7"386789

'.!#$&0('#

.

/#*.(2$

#U0U,U"7"567=

9

(*..2-)($*/(*$2#U0U,U"7"3467=9

,0.T'.T")'T.,*.T"V":86789(#"(#O"#!")'T.

,0.T'.T")'T.

,*.T"V":86789

(#"(#O"#!")'T.

>89

>"=U;9

(U(U"%2/WO-0(!#$&#U0U,U"7"X9

>3<U;

>38U;9

'.(2$0/('S20$20

>"=U;9

>"=U;9

>"=U;9

+2./,2)

#U0U,U"7"367=9

$0&O'.T89"(#"=U;9

$0&O'.T89"(#"=U;9

/#-*&.

/#-*&.

3

3

:

:

5

5

<

<

;

;

=

=

4

4

0 0

+ +

/ /

% %

2 2

3YX")G?ID

B)"=;<3# 0)(2='$) !"'$)<4*

Optima Ltd

Optima Race CarGT (before reveal)

Optima Race Car (after reveal)

Rio EX 4-door

Guiness Optima Hybrid

“Michelle Wie” Soul

“Blake Gri!n” Optima

Sportage SX

Sorento EX

Optima SX 2.0 T-GDI

Rio B-Spec

Rio SX 5-door

6

Press Days Floorplan

Seating for 198


Catering

8:30 am - 10:30 am Light Buffet Breakfast & Coffee10:30 am - 3:30 pm Passed Hors d'oeuvres & Soft Drinks

Day 1 | Wednesday, November 16, 2011

8:30 am - 12:00 pm Light Buffet Breakfast & Coffee

Day 2 | Thursday, November 17, 2011

Morning Items

Orange Scones Blueberry Scones Fresh Fruit Tarts

Afternoon ItemsSpicy Tuna Cones with Crème Fraiche and CaviarKorean Bulgogi Beef WrapVegetable Spring Roll with Sweet Chili SauceChicken & Shrimp Mandu Dumplings with Sesame Soy Sauce

http://www.google.com/url?sa=t&rct=j&q=orduerves&source=web&cd=1&ved=0CDAQFjAA&url=http%3A%2F%2Fwww.food.com%2Fcookbook%2Fappetizers-horderves-65423&ei=Ly6oTu7FDIOOsQKSqNjrDw&usg=AFQjCNHc7kDrs9IH9LUK3VbuVUxAjcTXgQ&sig2=1U2a23gI5W9jW44xf6ueSw





Kia has set an extremely aggressive pace – the speed of products to market, well-timed and strategically placed marketing campaigns, and delivery of cutting-edge technology and design – all have proven to be a winning combination for THE fastest growing automotive company in the US. Kia is moving ‘a million miles a minute’... Now that’s a WINNING PACE.

CREATIVE CONCEPT


Kia has A LOT to cover in one press conference, which says a lot about the pace at which Kia is operating. So why not structure the press conference in a way that dramatizes and exaggerates the pace that is powering the brand forward?

The format will be ‘15 in 15’ –!15 big news items in 15 minutes. We’ll set up the expectation to the press right at the top of the show, and they’ll appreciate being in the know for a change. We’ll also give them a visual reader board on screen that shows them exactly how the show is going to unfold (with some surprises along the way of course). We’ll even include a count-down clock for each section so the press can anticipate what’s coming next.

This approach not only reinforces Kia’s aggressive pace, but also speaks to the way many Kia customers are used to seeing news formatted these days.

Creative Overview


Walk-In Look



Chairs + Press Risers

Press Seating // white molded chairs

Press Risers // metal railings with white platform


Michael and Tom kick-off the press conference together. They setup the message that Kia has set a pace for themselves that’s paying dividends…

‘In fact, we have SO much to cover today, we will endeavor to continue our Kia-like pace during today’s press conference by covering 15 big Kia news items in just 15 minutes! … We want you to have time to be able to get up close and personal with the vehicles we are revealing today as well as explore our new beautiful booth and taste the food we have prepared for you… So, in order to keep ourselves on track and keep your curiosity piqued, this screen behind us is going to keep us on track and on pace… Welcome to our world here at Kia… Here we go!’ (They motion to the screen to officially start the clock.)

Opening


Tom & Michael: (2 Minutes)

‣ (1) Most new models launched in just under three years

‣ (2) Record-setting sales

‣ (3) All-time market share records

‣ (4) The lowest cost of ownership brand in the industry

‣ (5) Fastest growing automotive company in the U.S.

Company Overview


Presenter Look



Our screen transforms into a ‘news’ style reader board, with IMAG, imagery, and segment breakdowns. The new LED screen is perfect for this type of setup.

Visual Pacing


Michael pulls the silk off of the Optima Limited, then sits down while Tom delivers the Optima content. (2 minutes, 30 seconds)

‣ (6) Optima Limited‣ (7) KMMG –!Optima Start of Production‣ (8) Optima Hybrid –!Guinness World Record

Tom then pulls the silk off of the Optima race car and invites Michael back up to deliver the Motorsports content, they tag each other as they swap places.

Optima


Michael (2 minutes):(9) Optima Race Car‣ First ever win for Kia – Grand AM

Expanding motorsports program in year 3

‣ (10) Optima Turbo entering World Challenge Series GTS Class‣ (11) Rio B-Spec (grassroots) announcement, ‣ (12) Forte Koups racing announcement

Optima race car exits, as Michael segues into marketing content.

Motorsports


Michael (2 minutes. 30 seconds):(13) Official Automotive Partner of the LPGA announcement

‣ Kia Classic enters it’s 3rd Year returning to La Costa Resort

(13a) (TBD) Blake Griffin – Kia Spokesperson‣ Blake makes appearance and ad spots are featured (if Blake

is not available, this news item will be removed entirely)

(14) SEMA Soul and Optima (on display in booth)

Marketing


Michael thanks Blake and he exits. Michael then segues to the GT concept reveal.

(Michael glances back at the screen timer) ‘Looks like we’ve been keeping the pace we set out to achieve for the show… So let’s slow these last few moments down so you can feast your eyes on the incredible GT concept!’

The GT video module rolls. (45 seconds for video, 1 minute for drive on and TT rotation.)

GT Reveal


GT Reveal Video

Style + Tone

Utilizing the existing video from the Frankfurt launch, we’ll reedit to new music and replace the lifestyle imagery with LA visuals, artsy textures and shots of hip and youthful customers.


GT Reveal



Peter enters in the GT concept car wearing a Le Mans style racing jacket. !As he steps out of the car, Peter greets Michael by giving him his own racing jacket to put on saying, “Hello Michael, try this on for size.”Michael: ‘Welcome Peter, this GT is stunning. Tell us a about the inspiration behind the GT.’Peter explains that this is the very first rear-wheel drive sports sedan for Kia, which inspired the entire look and feel of the vehicle.Peter is seated, and Michael continues the walk-around of the GT.

GT Entrance


Michael (1 minute):(15) The GT Concept

‣ Sport sedan concept, exciting enabling, fun to drive mentality, performance-based

‣ First rear-wheel drive sport sedan for Kia

‣ Kia does things for a reason, there is more to come

Speaker support shifts into a look reminiscent of the GT inspiration and styling – copper highlights, masculine lines, and aggressive shapes.

GT Walk-Around


Michael (30 seconds):‘So we hit you hard with a lot of news today, but hopefully you got the message that Kia isn’t slowing down, and our aggressive pace will continue as we move into next year.’ Michael says proudly as he glances at the clock, ‘And actually, we have 23 seconds to spare...’

Tom jumps up from his seat and interrupts Michael explaining, ‘Not so fast Michael, speaking of the ‘pace of Kia’, a big piece of news just came in that people aren’t going to want to miss... Believe me it’s worth it!’

False Closing


Special onstage presentation (1-2 minutes)

‣ Peter receives his award

‣ Press shots of Peter with GT and Optima Limited

Peter Schreyer Surprise Announcement

KIA Auto Show

Marketing

Transcript of KIA Auto Show