Creativity

Kia Brings the Smell of the NBA to Fans' Cars

Auto Brand and Momentum Worldwide Created Team-Scented Air Fresheners

By Ann-Christine Diaz. Published on Mar 14, 2017

Editor's Pick

Kia Motors has found an unusual avenue to promote that it's the Official Automotive Partner of the NBA -- through your nose.

Working with Momentum Worldwide, the automaker has created air fresheners that emit the "distinct in-game musk" of sports fans' favorite NBA teams. Kia is promoting the giveaways in a cheeky social video (above) that shows how the deodorizers originated in the "Kia Scent Lab."

The film drives viewers to stop by a participating Kia dealership to get their aromatic ornament -- 18,000 were produced and will be given away at 190 dealerships across the U.S.

If you're worried that the NBA charm will stink up your car with the stench of B.O. or sweaty socks, rest assured. "We worked with a fragrance manufacturer and selected from scents that we felt embodied each team's personally and aura in olfactory form," said Momentum Worldwide CCO Omid Farhang. "We took into account the personality of the city, the history of the franchise, the culture of the fan base. I assure you, our process was at least as thorough as that which led to Michael Jordan's cologne."

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About

Credits

Date
Mar 14, 2017
Agency:
Momentum Worldwide
Client:
Kia

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