Kia announces marketing campaign for the 2012 Picanto

Article by Christian Andrei, on June 17, 2011

Starting June 17, UK customers may visit any of Kia’s dealerships and order their own unit of the new, second-generation Kia Picanto. When Kia decided to make this model, it aimed to prove that cars that are improved don’t have to be bigger or cost more. To support the launch of Picanto, Kia prepared a major multi-channel marketing campaign that spans TV, cinema, national press, and the Internet. The “small but mighty” TV ad portrays the Picanto as having a potent character.

For the launch weekend from June 17 to 19, a 30-second TV ad is scheduled to be aired. The first one will be seen in the series premiere of, Come Dine with Me at 20:10 on Channel 4. On Sunday, the ad will be broadcast through a broad range of more than 20 channels at 21:30.

After this, the ads will be seen frequently for the rest of June on several channels. Kia will use the TV advert in more than 3,500 cinemas in the UK, amounting to a figure close to 90% of all cinemas in the nation. From June 17 to September 8, this new ad will be shown in new film releases like Transformers 3, Bad Teacher, Green Lantern, and the last Harry Potter movie.

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