KIA: Eco-Drive

Objective

Kia Germany sought to build awareness of its expanding electric vehicle lineup (Niro, EV-6, EV-9) among younger audiences while reinforcing brand values around sustainability and environmental responsibility. Through an immersive Roblox experience, the campaign targeted Gen-Z players in the German market who engage with branded gaming experiences.

Solution

Playerthree developed an open-world driving experience on Roblox featuring a customizable eco-island setting where players could drive multiple Kia EV models, complete daily and weekly challenges, and participate in mini-games such as an eco-diner and delivery service simulator. Players earned virtual currency to unlock vehicle customizations including paint jobs, visual effects, boost trails, roof accessories, and themed items. The island environment included diverse landscapes (beaches, deserts, volcanoes, waterfalls, lakes) with hidden locations to discover. The platform evolved with continuous updates including K-Town commercial district, clothing store, and seasonal vehicle launches (EV3 model release event).

Results

The KIA Eco-Drive experience achieved nearly 4 million plays by June 2025. However, specific metrics regarding sales lift, brand sentiment shift, or market penetration were not publicly disclosed.