Event TV: Kia surprises drivers with bargain petrol stunt

Automotive brand Kia Motors enlisted agency VCCPme to stage an interactive stunt in late November that charged motorists just £2.80 for their petrol purchase.

Customers were shocked by the £2.80 price
Customers were shocked by the £2.80 price

The stunt was designed to emphasise Kia’s new slogan, 'The power of surprise’. Customers of a small independent petrol station in north London were surprised when they were only billed the cost of a full charge of the Kia Soul EV car instead of their full petrol price.

Go-pro cameras were hidden throughout the station to capture consumers’ reactions, which were compiled into a video released yesterday (1 December). An actor playing the cashier of the station explained why they were receiving the discount and highlighted the benefits of electric cars.

The event supported the launch of today’s (2 December) online hub of information on the new Kia car. It has also been complemented by a social media campaign dubbed ‘The £2.80 Twittergram’, which encourages users to post a photo of everyday items that cost £2.80 for the chance to win a free tank of petrol.

John Bache, head of customer communications at Kia Motors UK, said: "Kia have come an exceptionally long way in the last couple of years. We genuinely want all of our marketing to surprise and delight in the same way that our cars do.

"With the petrol station takeover we had a great opportunity to take a truth inherent to the all new Soul EV and turn it into a fun and engaging event."

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