Kia’s Times Square Stinger Spectacular

When Kia launched their groundbreaking 2018 Kia Stinger, a departure from the car company’s norm of quiet casual sedans and crossovers. Kia included the scale and grandeur of #OOH to lead the visual charge. In addition to traditional OOH displays, the showpiece would be a Times Square Spectacular grabbing worldwide attention.

The iconic display located at the Crossroads of the World consisted of nine signs measuring 25,000 square feet of towering imagery.

When selecting partners they could trust to get the job done, Kia enlisted their prime creative agency David and Goliath to handle the high profile multimedia launch. David and Goliath turned to Circle Graphics as the linchpin for quality reproduction and execution. The challenges included color match across multiple sign formats, seaming and reinforcement of various sized vinyl, a demanding installation environment at 42nd Street, and a complicated building facade.

Circle Graphics’ ability to match the vehicles HiChroma Red allowed for a seamless marketing experience between OOH and the overall media mix.

To tackle this challenge Circle Graphics in collaboration with David and Goliath showed in person press proofs to demonstrate the color saturation, and high fidelity match of the of the signature HiChroma Red, specifically chosen for the Stinger’s launch. Because of the challenges created by the location, materials were chosen to meet MSDS requirements including durability, flame retardancy and strict NYC building codes.  In addition, the oversized vinyl was slip sheeted and properly packaged to ensure smooth on-site installation. The result was an inspired Times Square Spectacular, seamlessly stitched into the fabric of a flawless launch for Kia.