It comes as the brand launched its Ready to Roll experience at Westfield shopping centre in White City, London, last Friday (1 August), which is taking place for ten days.
Hopkins said: "The essence of the brand, and its strapline, is the power to surprise, so certainly if we are to live by that mantra then the kind of campaign activities that involve stunts are something we would definitely start looking at.
"It’s not something we have done so much of so far. We are still quite new to this aread, and we are trying to find out what works best for us. But we want to see what engages people the most."
The Ready to Roll activation has been created and executed for Kia UK by agency Fusion, and reflects the brand’s latest TV advertising campaign for the Kia Soul car featuring out-of-shape hamsters who get fit and styled.
One of the main focal points of the Westfield activation was the Kia Soul ‘dream chute’ slide, which gave shoppers the opportunity to travel from the shopping centre’s first floor to ground floor in a fun, sporadic way.
Other highlights of the Kia Ready to Roll activation included a makeover and grooming station, a fitness area where consumers could work out using an Xbox Kinetic games console, and a car racing game zone.
"From an events perspective this is one of the biggest activations we have done," Hopkins explained. "We do a lot of events, but this is our first foray into experiential. We felt we had the opportunity to do it with this campaign because of our exciting and youthful TV commercial, and the car itself is much more youth orientated – an urban, city dweller vehicle. So it felt the right opportunity to do it."
Hopkins added Kia UK has a series of music activities lined up where the brand will be showcasing a range of vehicles.
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