Triumphing Amidst the Odds 

Client : KIA

Campaign: New Picanto

The Challenge


KIA’s third generation of its famed Picanto compact had to cut through the dominance of Malaysia’s national cars in the A-segment. It had to speak to those seeking for a different experience in their first car.


Cogent's Strategy


Branding the Picanto around the idea of UNTYPICAL targets those who want to stand out. They are the ones who will value the Untypical features, not commonly seen in this A- segment of cars. As the only imported car in this segment, the Picanto went in with a supporting premise of being “The Compact That’s Larger Than Life” - size does not matter but substance is in the experience.