If you’ve recently walked by Yonge-Dundas Square in Toronto or Place des Arts in Montreal, chances are you encountered a giant red cube.
The 30-by-30 ft. pop-up installation by Kia Canada was designed to help connect customers with the brand. Kia added that the cube is an “interactive, branded art experience designed to engage and surprise visitors.” The piece is made of four 10 ft. LED screens featuring projection mapping of Kia’s iconic vehicles such as the Kia Soul, Sportage and Forte.
“The Red Cube is an ideal platform to showcase our many achievements to date and continued commitment to designing and manufacturing quality vehicles for Canadian families,” said Steven Carter, Director of Marketing, Kia Canada Inc. in a written release.
The company added that the Red Cube was launched as a marketing teaser campaign in Vancouver, Montreal, and most recently, Toronto.
Consumers were then encouraged to visit the campaign microsite to further connect with the brand. Kia said that the Red Cube will continue to be featured in advertisements and events in 2017.
