Get your scissors out!

To celebrate the launch of the new SUV Sportage, Kia took over the entire Tuesday edition of Dagbladet and did what no other advertiser has ever done before: taken over all the ad space and invited readers to a large-scale competition.

- The background to the campaign is that we are launching our top model Sportage in these days. Kia's slogan is "Power to Surprise", and we wanted to do a slightly surprising and fun stunt," says Marianne Råge of Kia.

Under the headline "buy Dagbladet today and get your scissors out!", Kia's followers and readers of Dagbladet are invited to "put together the big news". All the ads in Tuesday's edition of Dagbladet are parts of a big puzzle. If you cut out the pieces, put them together and share a picture of the completed puzzle on social media, you will be entered into a draw for a sporty hotel weekend worth SEK 10,000.

- "We wanted to do an activity that could be promoted on social media and that could provide opportunities for local activity at our dealerships. The dealers have ordered many extra newspapers, so on Tuesday, cars were exhibited and newspapers were handed out at train stations, shopping centers, etc. all over the country," says Marianne Råge of Kia.

Watch the case film here:

Creative with paper
- The idea of a puzzle was among the many suggestions that came up, and everyone immediately agreed that this was a fun and different idea. Fortunately, both those responsible at Kia and Dagbladet agreed, and the way was open for further implementation," says Jørgen van Santen, Art Director / Concept Developer at Hyper about how they came up with the solution.

Jørgen van Santen says that the most fun part of working with this format has also been the biggest challenge: developing a complete puzzle based on the pieces (read: the ads) they had available:

- The designers at Hyper have done a great job here. In addition, Dagbladet showed great understanding and flexibility in relation to our format requirements. There was never any doubt that this was a project everyone wanted to realize. Because it's clearly a different way of using ad space. The fact that the ads don't look like ads, and that the competition is driven by pure paper craftsmanship with many strange parts that stand out a bit, is something we hope Dagbladet's readers will notice. We believe this creates positive attention for Kia Sportage and the Kia brand.

Triple-digit number of contributions
- Here, Kia, together with Hyper and Starcom, have literally played with paper and made good use of all the opportunities. No other advertiser has taken over all advertising space to run a competition in this way before," says Henrik Staib, customer manager at Dagbladet. From Dagbladet's side, the editorial team, production, printing company and product manager for paper have all been involved in the case.

Already after the first day, the campaign has received a triple-digit number of entries. The competition runs until Sunday, February 28.

- This has been a typical and perfect textbook collaboration - where Kia, Hyper, Dagbladet and Starcom have been involved together from the first meeting. Everyone has participated and everyone has provided good and constructive input in favor of a great campaign for Kia Sportage. Everyone has delivered and everyone has agreed on deadlines and content. It's tough of Kia to go for this idea," concludes Lars Gunnar Lind Media Planner at Starcom.