Kia’s new pet highlights appeal of ‘Small but Mighty’ new Picanto: Briggs Auto is Excited about Kia's New Campaign

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Marketing campaign to target ‘progressive, modern, mainstream’ consumers, the Humorous approach features ‘Henry’ the cat as Picanto’s playful co-star, Kia Dealer Briggs Auto is impressed

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As the leading Kia dealer in Kansas, Briggs Auto Group has their finger on the pulse of what's hot in the world of cars and trucks. They really think the new Picanto is a great car, and they love Henry the Cat.

Co-starring with Picanto in the new campaign is ‘Henry’ – a ‘small but mighty’ cat. Henry’s fun and inquisitive nature, remarkable agility and surprisingly big personality are used to reflect the new Picanto’s attributes in a full 360-degree campaign, which includes TV commercials, digital communications and print media.

“Our ‘New Picanto. Small but Mighty’ campaign challenges the traditional view that a small car can’t be big on personality and design,” comments Benny Oeyen, vice president Marketing and Product Planning, Kia Motors Europe.

“This impactful, amusing and unusual multimedia campaign repositions the new Picanto as appealing to a very different target audience.”

Earlier this year, Kia created a humorous online pre-marketing campaign, an innovative blog “PicantoLeaks” (http://www.picantoleaks.com) in which an anonymous informer “revealed” incredible secrets about the new Kia Picanto.

“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.”

Throughout the campaign, across 11 European countries, questions such as “Why does the red paint of the new Picanto glow so mysteriously?,” “Who is behind the distinctive ‘face’ of Kia’s small car?” and “What happened when Kia went searching for an unusual shade of black?” were answered in the most unlikely and amusing ways.

‘Small but Mighty’ is the latest embodiment of a revolution in Kia marketing that echoes the transformation of its product line-up. Earlier this year, Kia created a humorous online pre-marketing campaign, an innovative blog “PicantoLeaks” (http://www.picantoleaks.com) in which a supposedly anonymous informer “revealed” incredible secrets about the new Kia Picanto.

While the Picanto is not available in the US, local Kansas dealerships like Briggs Auto Group have a great selection of new and used Kia vehicles. Anyone interested in learning more about the 2011 Kia lineup is encouraged to stop by. They also have a great selection of other makes and models - new and used.

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Eric Giroux
Briggs Auto
(785) 565-5521
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