Kia Motors UK is hoping to drive home the low cost of charging up its new electric car model, the Soul EV, with an interactive stunt and digital campaign “Power to Surprise.”
As part of the campaign, created by VCCPme, Go-Pro cameras were hidden around an independent petrol station in north London station, to capture consumer’s reaction when they were charged £2.80 for filling up their petrol tanks; the cost of a full charge of the Kia Soul EV.
The stunt supports the launch of an online hub containing information on the car marque’s new model, including The Soul EV Challenge, an app to push the benefits of driving the car.
By entering a start location, destination and their current car model, users can see how far £2.80 of petrol takes them versus the same amount in a Kia Soul EV.
The campaign will also run on social media, in a competition called The £2.80 Twittergram, to encourage users to post a photo of everyday items that cost £2.80 with the hashtag #Kia2pound80 for the chance to win a free tank of petrol.