For its first large-scale press and influencer event after the pandemic-related live break, Kia presented its new electric flagship, the Kia EV6. The aim: to make e-mobility emotionally tangible through a premium driving event marked by creative programming, seamless guest handling, and full-service delivery.
JOKE brought the event to life with its own equipment, experienced automotive team, and on-site collaboration with its Spanish based DMC subsidiary SEE network. From attendee management using DGS software to the technical infrastructure and event production—including the setup of charging solutions for e-mobility—everything came from a single source.
The experience began at the Málaga trade fair with a vehicle briefing and expert interviews delivered via audio guide for personalized deep dives. A scenic test drive toward Marbella followed, with two engaging stops: at Playa Padre Beach Club, participants enjoyed photo ops, mocktail and macramé workshops, and a live demonstration of the EV6’s Vehicle-to-Load function—powering a DJ station directly from the vehicle battery.
Next stop: Puerto Banús for a drone photo shoot and a yacht transfer at the picturesque marina, before the day wrapped up with a dinner at a design hotel, featuring Kia expert keynotes and personal networking.
The result: Delighted guests, high-impact photo content for social and media coverage, and a brand experience that conveyed Kia’s innovation and bold design direction with lasting emotional impact.
