Kia is introducing a new event in line with the release of the high-performance electric vehicle EV6 GT.
The “3.5-Second Challenge”, running throughout October on Instagram, is inspired by the impressive 0-100 km/h time of 3.5 seconds that defines the EV6 GT’s performance. The campaign emphasizes that even brief moments in our daily lives can shine brightly, just as the GT accelerates to 100 km/h in a short span of time.
Participating in the event is simple. Using an AR filter camera specifically designed for the EV6 GT, participants can capture moments from their daily lives, tag Kia’s Instagram account (@kia.kor), and use the required hashtags (#삼쩜오초챌린지 #EV6GT #제로백삼쩜오초) before uploading the image or video to their own Instagram accounts.
The EV6 GT AR filter was created in collaboration with global graffiti artist ‘WEZT’. The artist commented on the collaboration, stating, “I wanted to convey the iconic and powerful essence of the EV6 GT. To express a car that is as fast as ‘light’, I utilized neon color points, and the lavender bubble imagery gives the impression of a vehicle from our dreams.”
In addition to the AR collaboration, WEZT has released five graffiti artworks based on the EV6 GT’s 0-100 km/h performance. One of these pieces has even been featured prominently on the pricing sheet for the EV6 GT, transforming the pricing presentation significantly. A Kia representative noted, “The dynamism and sporty design of the EV6 GT, combined with neon color points, created a synergy with graffiti.”
This AR filter also includes a joystick for user interaction. During the first 3.5 seconds, the vehicle accelerates to 100 km/h, after which the user can take control of the car. As they move the car using the joystick, lavender cloud images appear as skid marks, and a neon lime lightning effect is generated when the direction is changed. This Instagram filter has evolved from merely showcasing the car to becoming an Instagrammable content creation tool, allowing users to craft distinctive content.
To activate the AR filter, users must access Kia’s official Instagram account, select the filter tab, and click on the ‘My 3.5s’ filter. By tagging the Kia account and using the required hashtags when uploading their content, they will automatically enter the event.
However, as this is an Instagram challenge, participation via other social media platforms is not allowed, and a mobile Instagram app is essential for using the AR camera. Prizes for winners include 3.5 grams of gold, a Louis Poulsen table lamp, a windbreaker in collaboration with Yonex for the EV6 GT, and Starbucks gift icons, with 100 winners to be selected.
Details regarding the 3.5-Second Challenge can be found on Kia’s official Instagram account and the official event page on Kia’s website until October 31 (Monday). On Kia’s official Instagram, users can also enjoy works by artist WEZT.
A Kia representative said, “The EV6 GT, the group’s top-performing electric vehicle, is a symbolic car marking the official start of the high-performance electric vehicle era. While promoting the performance of the EV6 GT to customers who enjoy fun driving is important, we also wanted to connect the EV6 GT to our ordinary lives, presenting its significance in an engaging and natural way for general customers. Additionally, by incorporating the art form of ‘graffiti’, we aimed to preserve the iconic aspects unique to the GT. We hope many customers will participate in the 3.5-Second Challenge and experience the joy and energy that the EV6 GT aims to deliver in everyday life.”
By Lee Sang-jin daedusj@autodiary.kr