KIA
Kia – Stay True to Your Lane
Year: 2023
The Challenge
The collaboration between Kia and Riot Games for the League of Legends European Championship (LEC) was an opportunity to cement Kia's presence in the gaming community. However, past campaigns often fell short in deeply resonating with the culture and intricacies of the game. The challenge was clear: How could Kia authentically engage with the tightly knit League of Legends community while elevating its position as a brand that champions individuality and performance?
The Idea
We pushed for a concept that acknowledged one of the most fundamental aspects of League of Legends: the five lanes – Top, Jungle, Mid, Bot, and Support. These lanes aren't just roles in the game; they represent distinct playing styles and personas. The campaign, titled "Stay True to Your Lane", celebrated this diversity while tying it to Kia's brand ethos of individuality, reliability, and excellence.
For the first time, we extended our engagement to Discord, a platform central to the gaming community, by creating five dedicated channels tailored to each lane. These channels became spaces for players to share tips, memes, and strategies based on their lane personas, building an organic and authentic connection.
The How
The campaign was a whirlwind. Shot in Seoul, Korea, under dire time pressure, we orchestrated 24+ hours of non-stop shooting to create a cinematic, lane-centric narrative that mirrored the intensity and teamwork of both League of Legends and Kia. Each lane was represented with unique visual styles and themes, blending the game's mechanics with Kia's dynamic personality.
On Discord, we launched:
Lane-specific content: Tips from pro players, challenges, and memes tailored to each role.
Interactive discussions: Engaging with users in their preferred playstyles and personas.
This was the first time Kia used Discord, and it proved to be a game-changer in terms of fostering genuine engagement with gamers.
The Outcome
The campaign was a resounding success, receiving praise from:
The gaming community: Players appreciated the authenticity and depth of our understanding of the game.
Pro players and Riot Games: Both partners highlighted the campaign as one of the most innovative LEC collaborations to date.
The general public: The cinematic films gained traction beyond the gaming sphere, with high social media engagement.
Due to its overwhelming success, the campaign was prolonged into 2024 as "Stay True To Your Moves" building a segway towards a more performance-driven storyline, evolving into an ongoing dialogue between Kia and the League of Legends community.
Why does it matter?
"Stay True to Your Lane" proved that campaigns in the gaming space succeed when they are genuine, relevant, and built on a deep understanding of the audience. By aligning the five lanes of League of Legends with Kia's brand values, we created a campaign that celebrated individuality, collaboration, and precision – values shared by the game and the brand.
Additionally, the integration of Discord as an engagement platform showcased how brands can step out of their comfort zone and meet audiences where they are, setting a new benchmark for gaming collaborations. The campaign wasn't just about visibility; it was about becoming a trusted part of the community.