Inspired by the notorious WikiLeaks project, Kia launched its own non-serious media website, “dedicated to bringing important news and information” about the upcoming all-new redesigned and re-engineered Kia Picanto. The auto brand encourages anonymous independent sources to reveal some censored facts which have been kept under wraps. The PicantoLeaks online designation provides all kinds of information for those who want to learn more about the new model and are not afraid to know the truth.
The website, which was launched on February 2, is all about the new model, which will debut at the Geneva Motor Show at the beginning of March and launched across Europe in the middle of the year. So far, there are three surprising facts about the car posted to the hub, with yet more to come soon. As it turned out, Picanto is designed using the legendary Golden Ratio, the red colour of the car looks so natural and hypnotic because Kia Motors staff removed it from lady-bugs (the all-black insects were released then), and the auto maker «analysed more than 800 people‘s faces to define the ‘perfect personality’—and recreated it for a car.»
There are yet more secrets to be unlocked: soon people will also learn what the car manufacturer did to find the perfect black colour for the car (and how it is connected to the eruption of the Icelandic volcano Eyjafjallajökull). The editorial team is asking users to step out and send their ground-breaking leaked Picanto details to their e-mail. People are also encouraged to download themed wallpapers and change social-media profile pictures to demonstrate the world that they are fighting for the truth. Hopefully, PicantoLeaks will not suffer the same fate as its older brother.
“This unusual campaign ironically plays with the concept of leak platforms that has been in the news recently. Kia is presenting itself as an open-minded, young brand, which also has a creative and challenging presence in the blogosphere and social networks,” commented Benny Oeyen, Vice President Marketing and Product Planning, Kia Motors Europe.