Kia’s ground-breaking animated advertisement for the super-mini Picanto has been chosen as Best Ad of 2004 by leading UK weekly motoring magazine Autocar.
Since the advert first aired in July it has, according to Autocar: "instantly acquired the coveted most-discussed ad status" and prompted the magazine to run a three-page feature about its creation in order to satisfy reader curiosity.
Announced in London as part of Autocar’s annual motor industry awards, the Picanto campaign was praised for being "a success, however you measure it". The judges said it squarely hit its target audience, delivered considerable numbers of customers into dealer showrooms and was a winner because of its distinctive style and far-sightedness in terms of delivering a campaign style that could be used for other models.
Autocar also added: "That look will be instantly and indelibly associated with Kia in consumers’ minds."
Kia Motors (UK) Limited Managing Director Paul Williams received the award from Autocar Editor, Rob Aherne and said afterwards: "We are delighted that Autocar have recognised the hard work that went into the creation of this campaign. We knew that we had to cut through the mass of car advertising and get over the clear message that buying a Kia is a logical decision when you look at price, specification and all-round package.
"Picanto had to appeal to an audience where we didn’t have a strong tradition - young, professional women - and by going down such a distinctive route in terms of appearance and some very careful media-buying we were able to ensure we got our message through," he added.
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