The new 2021 Kia Optima is officially being called the Kia K5, and Kia Motors has been releasing all kinds of juicy details about the sporty K5 sedan lately. Debuting a new generation model for the K5, Kia Motors is set to host a launch party for the new model. The full launch of the new K5 will begin September 1, 2020 but the party has already begun with a new pre-launch campaign with activities to garner some well-deserved attention. If you missed the livestream of the event, there was some pretty crazy driving going on to show off the performance of the new K5, with stunt drivers pushing the sedan to its limits.
“The all-new K5 is a completely new direction for Kia and the midsize sedan category overall, so we needed a marketing campaign that was as dynamic and action packed as the vehicle itself…By combining live events with more traditional elements, the K5 and Kia will be presented in ways never seen before and sure to change perceptions of the midsize sedan category.” – Russell Wager, director, marketing operations, Kia Motors America
Called the “Triple Threat” event, the campaign was directed by Darrin Prescott, action unit director on some of Hollywood’s most action-packed films including Baby Driver, Ford Vs. Ferrari, Drive, John Wick, Black Panther, and The Bourne Ultimatum. Hosted by professional driver Collete Davis and actor Jeremy Ray Valdez, they were accompanied by stunt drivers Sean Graham and father-daughter stunt driving duo Jalil Jay and Brionna Lynch to show off all the new K5 can do. With a robust social media presence and national broadcast components scheduled for August 2020, kicking off the launch of the K5 was quite the success. The campaign has already started to integrate print, digital, social and broadcast components to build up the hype, but they won’t need it after that stunt.