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Kia Alternative Fuels

Overview.

A learning experience with… accessories?! We printed a 3D car to support the release of All-New Sportage!

What.

For Kia’s ‘brand builder’ Sportage we used the theme of building to ‘cement’ the learning (ba-dum-tshh).

Results.

Learners gave New Sportage a ‘world-class’ NPS score of +71.3.

Approach.

We blended storytelling, interactivity, video, animation, and 3D print to give our learners an involved and immersive experience.

Overview.

A learning experience with… accessories?! We printed a 3D car to support the release of All-New Sportage!

What.

For Kia’s ‘brand builder’ Sportage we used the theme of building to ‘cement’ the learning (ba-dum-tshh).

Results.

Learners gave New Sportage a ‘world-class’ NPS score of +71.3.

Approach.

We blended story, interactivity, video, animation, and 3D print to give our learners an involved and immersive experience.

01

It's Building, Jim,
But Not As We Know It.

Okay, no; we don’t mean we actually built a Sportage. mobedia LX make amazing learning experiences. Not cars. But still, Sportage is Kia’s biggest brand-builder and flagship vehicle, so the theme of building was one we wanted to integrate. 

And yes, we might not be bricklayers – but we have all ‘built’ in our lifetimes – with AirFix® Kits! Timeless, evocative, and fun – the exact feel we got when we looked at Sportage! 

During pre-production, we toyed with the idea of an AirFix®-style menu for our training experience, where learners could ‘build their own learning’… but then the idea grew, and grew… Could we ‘build’ a real life AirFix® Sportage? And a box? Could we build a bridge between animation and reality? 

Well, we donned our metaphorical hard-hats, fastened up our steel toe-capped boots… and got to it. 

02

Expertly Crafted Learning
Across Multi-Media Environments

There’s a knack to landing a good learning experience. It’s gotta be the perfect blend of entertainment, education, challenge and reassurance.That challenge multiplies quite dramatically when you start adding in multi-media environments, cutting edge tech, and the blurring of boundaries between animation and reality… 

Luckily, the team at mobedia LX loves a bit of pressure! We printed a 3D miniature version of the Sportage and a realistic, authentic box to boot. We then used this as a prop within the videos we shot for the learning experience – a child’s birthday party, where a little boy received his DIY Sportage. 

The instructions in the box and the 3D printed car? They became an interactive activity, taking the learner through beautifully animated content with straightforward, entertaining direction – all bookended by videos of Dad looking a little flummuxed by the instructions. 

The course menu itself was a replica of the plastic frame on which the Kia-Klix parts came, and learners were actually given the opportunity to build their own ‘digital’ Kia-Klix Sportage as they progressed through the learning experience. 

Of course, we didn’t stop there. Running with the ‘family-time’ theme, we integrated more and more evocative, nostalgic elements to the learning, like a game of eye-spy where learners interacted with objects to explore the interior features of the Sportage, or a game of ‘Dealeropoly’ where they rolled the dice and moved across boardgame squares to learn about Sportage’s key customers and players. 

Such a seamless, intertwined narrative – a rag-tag collective of stories, actitivities, things – made for a truly enjoyable and effective learning experience! 

03

Not Just A Pretty Face

We wanted to give a light, bright, warm and natural feel to our course, so Head of Production Adam Johnson at our creative Studio Lower 8th found us a fantastic location with lots of large windows for natural light to stream in. 

The videos were shot in slow motion, with handheld cameras, fast lenses, and soft fill lights. This gave us the warm, nostalgic feel we were looking for. Plus – we were blessed with great weather! So we managed to get some gorgeous exterior beauty shots of the car, proud against a blue sky. 

A kid’s party full of smiling faces. Candles being blown out and gifts being opened. Blue skies and bright, well-lit rooms. A gorgeous car. 

04

Learning That Sticks

It just looked so… perfect. And this was really what we were going for – subtly putting learners into a place of happiness, nostalgia and relaxation… 

Because from a sciency point of view – learners learn better when they’re relaxed. And when they’re nostalgic. Seriously. 

Research has proven that we create the best and strongest memories when memory-related neurons in the brain are stimulated during the learning process. In other words – those birthday parties, those AirFix® moments, those nostalgic moments – they weren’t there just because they tied in with a theme. They were there to trigger our learners’ memories – their own birthday parties, their own AirFix® experiences… to get their memory-related neurons firing. 

So our Sportage learning… could stick. 

05

Feedback

NPS scores built in to the learning experience provides us immediate feedback from the learners.

+71.3

 ‘World-class’ NPS score.

05

Feedback

NPS scores built in to the learning experience provides us immediate feedback from the learners.

+71.3

 ‘World-class’ NPS score.

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