Insight:
The all-new electric ARIYA had a major problem–no one knew how to pronounce it
(A-RYE-YA? A-REE-YA?).
Creative:
Using TikTok, we turned ARIYA’s greatest business challenge into the ultimate pronunciation challenge. Designing an AR game called “How Do You Say…” which enlisted thousands of TikTok creators in just a couple of days to turn #HowDoYouSayARIYA into one of the top trending topics. We even tapped celebs with commonly mispronounced names, and had them give a series of pronunciation lessons.
Results:
With over 131 Million views and 21,000+ TikToks created for ARIYA, we turned a nameplate virtually no one knew about into one of the most recognizable and searched electric vehicles…and even got Anna Faris to say “ARIYA” in the iconic House Bunny voice.
Press:
AdAge
Webby Awards
Contagious - Top 4 TikTok Campaigns
Inside Evs
Business Lend
Top 5 TikTok Brands You Need to Know About Right Now
TechStory
