When KIA set out to differentiate themselves in light of the UK governments zero emission vehicle (ZEV) mandate last year, the biggest challenge was how could they cut through the noise when every car manufacturer was likely to be saying the same thing to the consumer? It started with collaboration that would come up with the solution, and from that a concept that would change the narrative of KIA being known as a value brand to the leader in the electric car space. With the next step being a focus on how to engage and target younger audiences, it was the creative that found it’s way onto the screens normally home to superheroes, but in this scenario, cinema was that home and attention was its superpower. In this session, we bring together the collective group of minds that mapped out the road to success as they reveal the ingredients behind the four C’s that drove success for Kia.