{"id":22096,"date":"2022-12-08T22:44:16","date_gmt":"2022-12-08T22:44:16","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/08\/kia-gives-hospital-bound-kids-a-virtual-north-pole-trip\/"},"modified":"2022-12-08T22:44:16","modified_gmt":"2022-12-08T22:44:16","slug":"kia-gives-hospital-bound-kids-a-virtual-north-pole-trip","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/08\/kia-gives-hospital-bound-kids-a-virtual-north-pole-trip\/","title":{"rendered":"Kia Gives Hospital-Bound Kids a Virtual North Pole Trip"},"content":{"rendered":"

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Hospital-bound children often can\u2019t get out and experience the trappings of the holidays, so Kia America brought the season to them with a virtual car trip to the North Pole.<\/p>\n

The brand used one of its all-electric vehicles, along with digital walls and other advanced gadgetry, to give youngsters at St. Jude Children\u2019s Research Hospital in Tennessee a chance to \u201ctravel\u201d without leaving the safety of the facility.<\/p>\n

And the kids\u2019 reactions to the high-tech adventure, captured in a hero spot from David&Goliath, are 60 seconds of pure, unbridled delight.<\/p>\n

For the first time in the hospital\u2019s history, its administration allowed a commercial production on-site, per the brand. \u201cHoliday Joyride\u201d was filmed in the lobby of the St. Jude<\/a> location in Memphis, Tenn.<\/p>\n

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Virtual ride, genuine joy<\/strong><\/h4>\n

Creatives wanted to design \u201csomething very real and memorable,\u201d according to Ben Purcell, D&G\u2019s chief creative officer. \u201cWe put the kids first.\u201d<\/p>\n

To make the journey come to life, Kia and partner Nexus Studios built a custom 50-by-100-foot set that included nearly 300 curved LED screens surrounding an all-electric Kia EV6. The car was mounted on a system of four hydraulic compressors so it could raise and lower, with its movements reflecting the story unfolding around it.<\/p>\n

Children were belted into the back seat\u2014their parents were \u201cdriving\u201d\u2014so they could coast through a tunnel of red and green lights and see a starry night sky, personalized with their names.<\/p>\n

The virtual landscape also included snow-covered pine trees, a galloping reindeer, a soaring eagle and a swimming narwhal. The car seemed to fly above the rooftops on the way to its arctic destination.<\/p>\n

David&Goliath, Kia America<\/cite><\/figcaption><\/div>\n

\u201cWe hope to provide holiday cheer to those families that are facing the most difficult of circumstances with dignity, bravery and grace,\u201d Russell Wager<\/a>, Kia\u2019s vice president of marketing and one of Adweek\u2019s 2022 Brand Genius honorees, said in a statement. \u201cKia is honored to be a small part of the impact St. Jude has on so many.\u201d<\/p>\n

Kia will give at least $1 million to the hospital through the initiative, which includes a donation for each car purchased during the year-end season, as part of its ongoing \u201cAccelerate the Good\u201d program.<\/p>\n

The 1-minute video will air on broadcast TV and cut-downs will be distributed on digital platforms. The campaign will also include radio, out of home, print, point of sale and social media extensions.<\/p>\n

Kia, which has put a lot of its marketing muscle behind its electric cars, put the EV6 in its Super Bowl<\/a> 2022 spot alongside an expressive robo dog<\/a> that quickly became a fan favorite. The ad, which marked Kia\u2019s return to the Big Game after a 2021 absence, also had a charitable tie-in, with the Petfinder Foundation.<\/p>\n<\/p><\/div>\n