Our big idea was to power a must-attend comeback concert for Canada’s multiplatinum artist, Fefe Dobson, using the event to launch her new single. Fefe’s unique style and progressive approach aligned perfectly with Kia’s ethos, especially as both were going through a relaunch phase. On July 27, 2021, Fefe’s band made history by plugging into the EV6 to power their electric guitar for an unforgettable, supercharged performance, using less than 1% of the EV6’s battery.

To broaden the event’s reach beyond the limited VIP audience, Strategic Objectives livestreamed the concert to a targeted list of Canadian journalists, influencers, and key stakeholders across the country, ensuring nationwide coverage while adhering to COVID-19 capacity limits. The event, held at the Kortright Centre for Conservation, brought Kia’s sustainability theme to life with eco-friendly practices, including the elimination of single-use plastics and an inspired cocktail, the Sustainable Sour.

Kia’s new branding was showcased through sophisticated décor that combined natural elements with modern, industrial touches, reflecting their ‘Opposites United’ philosophy. The event space featured greenery, bold signage inspired by nature, and branded Kia masks for all guests. The #KiaElectricSound experience engaged attendees from start to finish, with branded takeaways ensuring the experience continued at home. Strategic Objectives extended the event’s impact through a national press release and proactive media relations, positioning Kia as a leader in electrification and innovation.