June 7, 2023

Kia accompanied Mahmood on his European tour and the brand was integrated into the documentary “Mahmood,” which premiered at the Rome Film Festival and was distributed on Prime Video in 18 countries worldwide;

  • The project’s cross-media journey ran from April to November 2022, generating great visibility toward the Kia brand;
  • With the Kia + Mahmood campaign, Red Carpet confirms itself as a leader in celebrity management and brand entertainment project creation;

Red Carpet, company of the Iervolino Group & Lady Bacardi Entertainment, and Kia won the Best Holistic Campaign Sector Automotive award at the NC Awards thanks to the “Kia + Mahmood” campaign.

Red Carpet and Kia participated in the NC Awards for the first time together and took first place in the category in which they competed. The NC Awards are a showcase of excellence in the field of integrated communications, where each year the most important campaigns are evaluated by a panel of about 40 managers from companies in all industries and top spenders in communications.

“Kia + Mahmood” was born from the idea of uniting two unique winners in innovation, style, and beauty in a major integrated communication project: Kia EV6 is Car of the Year 2022 and Mahmood is the winner of the “Sanremo Festival 2022.” The result was a cross-media brand entertainment project that ran from April to November 2022, generating excellent visibility and many positive reactions in terms of sentiment.

Kia enhanced its international brand visibility by accompanying Mahmood aboard the EV6 on its European tour; a tour that saw the parallel activation of a loyalty program dedicated to the brand’s top clients.

The Kia brand was then integrated into the documentary “Mahmood,” a title that entered Prime Video’s top-ten list and premiered at the “Festa del Cinema di Roma”; Festa where the car was the protagonist of live entertainment activities amplified by the involvement of influencers and celebrities present at the event.

Thanks to Innocean, Kia also played a leading role in “Sounds Wonderful,” a digital music challenge conceived for the launch of the new Kia Niro dedicated to young talents that offered the opportunity for an emerging artist to perform at the opening of the Italian leg of Mahmood’s tour and whose strong point was undoubtedly precisely the role of the new Niro: much more than a means of support and displacement for the young talents, the car became an integral part of their songs thanks to sound sampling and audio editing work supervised by internationally renowned coaches. Everything was documented and narrated through a video poster, released to communicate both the beginning of the operation and the collaboration between Kia and Mahmood, followed by several video contents that allowed users to follow the contest in all its phases.

“This project perfectly represents what Red Carpet is today: a company with a proven track record in celebrity management, specializing in the creation of cross-media brand entertainment projects and the production of original content for various platforms, including TV, OTT, digital and cinema.”- Ellida Bronzetti, CEO and Founder of Red Carpet, commented.

“To see the value of this activity recognized has special importance as “Kia + Mahmood” is a choral work, in which each unit contributed by adding value to the project.” Fabrizio Carratù, Founder of Red Carpet,added.

“We are happy with the recognition we received. The collaboration with Mahmood began with the launch of the new Kia Niro, a model that helped establish Kia’s new brand image. Mahmood, together with two coaches, accompanied a group of young emerging musicians on their growth path in a flow guided by the concept of “movement,” in line with our brand strategy. The initiative continued with Kia EV6, a model pioneering electric mobility, which accompanied Mahmood throughout the European tour and for the making of his docufilm.”– said Giuseppe Mazzara, Marketing Communication and CRM Director of Kia Italy.

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