{"id":5452,"date":"2023-05-05T16:20:12","date_gmt":"2023-05-05T14:20:12","guid":{"rendered":"https:\/\/www.universityboxagency.com\/?p=5452"},"modified":"2023-05-05T16:20:12","modified_gmt":"2023-05-05T14:20:12","slug":"marketing-e-universita-kia-universitybox-gen-z","status":"publish","type":"post","link":"https:\/\/corporate.universitybox.com\/en\/marketing-e-universita-kia-universitybox-gen-z\/","title":{"rendered":"Marketing and University: KIA chooses UniversityBox to communicate with GenZ"},"content":{"rendered":"

Having undertaken a total re-branding strategy, the automotive giant KIA<\/strong> during the Milan Design Week 2023<\/strong> created an innovative exhibition to present the company's new design philosophy, called \u201cOpposites United\u201d<\/strong> and focuses on the idea that the conciliation of opposites is not impossible, but rather is excellent for interpreting modernity with the eyes of the past but turned towards the future.<\/p>\n\n\n\n

Furthermore, to advertise the exhibition and communicate with a target audience belonging to Generation Z, it decided to rely on UniversityBoxAgency<\/strong>, the best choice for all companies that need to find strategies and tactics to achieve a Young and youthful audience<\/strong>.<\/p>\n\n\n\n

In this article, therefore, we will examine the communication project conceived and implemented by UniversityBox for Kia<\/strong>. In particular, we will delve into the themes of the exhibition and the marketing activities undertaken to communicate with GenZ.<\/p>\n\n\n\n

KIA Opposites United at Milan Design Week 2023<\/h2>\n\n\n\n

Kia presented the exhibition at the Museo della Permanente, during the Milan Design Week 2023 \u201cOpposites United Special Exhibition\u201d<\/a>The event consists of five monumental installations that tell the principles and pillars of Kia's new design philosophy. The installations are: \u201cBold for Nature\u201d, \u201cJoy for Reason\u201d, \u201cTension for Serenity\u201d, \u201cTechnology for Life\u201d and \u201cPower to Progress\u201d<\/em>. These five installations represent universes of meanings with the aim of immersing spectators in multisensory experiences<\/strong> through video and sound environments and digital sculptures.<\/p>\n\n\n\n

The exhibition did not focus on Kia vehicles, but on the inspirations and principles that drive the brand. During Design Week, there were also five days dedicated to the five pillars of Kia, each of which was characterised by a talk<\/strong> and from a concert<\/strong> on theme \u201cOpposites United\u201d<\/strong>. These events have seen the participation of prominent cultural figures, musicians and artists from the Italian and international scene, committed to exploring new visions and new landscapes.<\/p>\n\n\n\n

\"marketing<\/h2>\n

KIA, how to communicate the rebranding to Generation Z?<\/h2>\n\n\n\n

Once the exhibition was designed, KIA asked themselves what the more effective marketing strategies<\/strong> to broaden the communication of the event by involving a younger target audience. To be on the safe side, they decided to rely on a communication agency specialized in communication with students and young people<\/strong>. That's how we got the first call from KIA.<\/p>\n\n\n\n

From the brief, on the client side, the desire to communicate with a target audience of ages between between 18 and 28 years old<\/strong>; on our side, instead, we started to think about what could be the most effective Marketing and communication strategy to achieve its objectives.<\/p>\n\n\n\n

Let's see together what was the strategic proposal<\/strong> that we have made for KIA<\/strong>!<\/p>\n\n\n\n

UniversityBox x KIA Project: What Marketing Activities Were Undertaken?<\/h2>\n\n\n\n

Immediately after completing the Brief, we started thinking about what tools and activities would allow us to obtain the results requested by the client. The strategic output we developed is made up of:<\/p>\n\n\n\n