Kia’s new marketing campaign highlights the features of “Small but Mighty” Picanto

A new marketing campaign built on the theme of “small but mighty” has been launched by Kia to promote the all-new Picanto in the European markets.

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The advertising campaign highlights the Picanto along with a pet cat named Henry, the proverbial “small but mighty” character. Henry is fun, inquisitive, agile, and has a personality that is much bigger than its size, much like the Picanto.

According to Benny Oeyen, Vice President of Marketing and Product Planning, Kia Motors Errope, the new campaign tries to dispel the traditional idea that a small car cannot have a big personality and design. The campaign places the Picanto in front of a completely new group of potential consumers in a appealing manner.

He says, “Kia is a challenger brand with a great sense of creativity and style. This new campaign builds on that, and will continue to increase our visibility in the blogosphere and on social networks, enabling us to build even stronger connections with our target consumers.”

The “Small but Mighty” commercial highlights Picanto’s striking design and style, its premium equipment and the unequalled 7-Year Warranty offered by Kia. It does this from the perspective of Henry the cat, as he goes through various adventures and challenges as he looks for the Picanto. As the cat plays and interacts with the car, the best features are highlighted by a making a Polaroid snapshot of the scene.

In the online version of the ad, Henry the cat finds an iPad in the car, which forms the backdrop of an interactive feature that allows the user to see the features of the car.

The “Small but Mighty” campaign is the latest instance of a revolution in Kia marketing that follows in the footsteps of revolutionary changes in its product line-up. In line with its new marketing approach, Kia had also launched a humorous online pre-marketing campaign called “PicantoLeaks” in which a anonymous source had “revealed” secrets about the car.

The campaign answered questions such as:  “Who is behind the distinctive ‘face’ of Kia’s small car?”, “Why does the red paint of the new Picanto glow so mysteriously?”and “What happened when Kia went searching for an unusual shade of black?” This campaign was launched across 11 European countries as a blog earlier this year, and was very well received.

Kia Picanto “Small but Mighty” video: