Client : KIA

Campaign : New Picanto

Triumphing Amidst the Odds

The Challenge

The first MasterCard with Contactless feature, AFFINBANK required a strong message to communicate the benefits of going Contactless at BHP petrol pumps.

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.