June 17 2011
All new Kia Picanto advertising campaign
• ‘Small, yet mighty'
• TV advert first airing on the 17th June at 20:10 on Channel 4
• On sale in the UK today, Friday 17th June
The new, second-generation Kia Picanto goes on sale in the UK today, Friday 17th June and sets out to prove that small cars can offer more of everything without ballooning in size and cost.
The launch of the new Picanto is 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 weekend 17th - 19th June will focus on TV with a 30 second advert first airing tonight in the series premiere of Channel 4's, Come Dine with Me at 20:10. The advert will also be shown across a wide range of over 20 channels on the Sunday 19th at 21:30. Following this, advertising will continue through until the end of June on multiple channels.
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 Friday 17th June and Thursday 8th September, 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.
In tandem with the official on sale date, the new Picanto is also advertised in the Independent's new venture i - in the prominent position of a double page spread on the first two pages and the back cover advertisement. The same position has also been secured in the nationwide newspaper, the Metro.
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 site 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 and iPhone version, for people on the move.
An online display campaign, generating over 150 million impressions has been introduced to run from the on-sale date until the end of August. The adverts will be featuring on major motoring magazine websites including Auto Express, Autocar and What Car? A large format takeover of MSN is planned for 29th, which will see the new Picanto adverts on the home page of the website. On the 27th June, YouTube will have the same treatment.
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.
From Monday 20th June, the new TV advert will be featuring in the breaks across a number of video players including Channel 4's 4OD and ITV player