The new, second-generation Kia Picanto went on sale in the UK on June 17 supported by a major multi-channel marketing campaign covering TV, cinema, national press as well as online. The new Kia Picanto TV ‘small but mighty’ advert features Kia’s small city car that has a mighty character.
The concentrated launch June 17–19 focused on TV with a 30 second advert featuring a small cat, which can be bold and stick up for itself if needed. The feline advert was shown across a wide range of national channels, and following this, advertising will continue through until the end of June on multiple channels. Last year, IKEA launched a hilarious promotion featuring cats—is Picanto going to make it as big as the retailer brand?
Kia will be using the TV advert in over 3,500 cinemas across the UK, reaching close to 90 percent of the all cinemas nationwide. Between June 17–September 8, the new advert will appear in new film releases including, Transformers 3 and Bad Teacher. This campaign will spread across the final chapter of the Harry Potter series, which is set to be the biggest film of the year. Kia is also entering into the growing excitement around 3D films including showing the advert before the new film release, Green Lantern in 3D.
An updated website page has been developed to reflect the launch of the new Picanto. Directly accessible on www.kia.co.uk/newpicanto the updated online destination offers a wide range of information on features and specifications. This will also include, for the first time online, an iBrochure. Customers will be able to interact with the Kia brand and the new Picanto in an engaging way. This new service is more personal, interactive and allows for social media integration—three versions have been created; a desktop online version, as well as an iPad iPhone versions, for people on the move.
The advert and two short films, the making of the new TV advert, along with a product information video to inform customers of the design, features and benefits of the new Picanto will feature on Kia’s YouTube channel www.youtube.com/kiamotorsuk. Earlier this year, the brand launched the ‘sensational’ PicantoLeaks online project, revealing groundbreaking truths about the car.