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Kia takes over Waterloo Station with VR showroom

Tim Maytom

Automotive brand Kia is showcasing its new Stinger model at one of London's biggest stations, and turning to virtual reality technology to give consumers a taste of what it's like to be behind the steering wheel. The campaign will run from 5 February to 18 March, and is one of Kia's largest marketing activations to date, using the Kia Stinger to challenge customer perceptions of the brand.

The station takeover will be centred on an 'experiential stand' which will include the VR experience, as well as a chance to explore the car and enter a competition to win a track day driving it at the national circuit in Silverstone.

The VR test drive will be further supported with station and motion advert displays throughout the station, showing the Stinger in action, and a social media campaign across Facebook, Twitter and other platforms.

"By showcasing the Kia Stinger in this type of environment, our aim is to expose the car to new audiences, ultimately showcasing the brand in a different light," said David Hilbert, marketing director at Kia UK. "The Kia Stinger is a real halo product for us, focused on design and the pure joy of driving. By taking the Kia Stinger to the public, we are able to show first-hand the quality of a Kia."