The launching event for Kia Cee’d in Russia, took place in Moscow, developed with BBDO Proximity. 1 Million Likes is one of the 2 concepts that participated to the pitch. The one that won. It’s main idea was to determine people to choose what part they like from this car, to vote for it on Face Book and share with friends their preferences. This would lead the core target consumers – young people – to get to know the car’s design better, in details, and understand the features and the new developments that it brings with this model, and create buzz, even before the car was launched in Russia. The car was seated on a crane in the main Moscow market area and that specific Like that would bring the car to touch the ground would win the car itself.