{"content":"![](https://static.wixstatic.com/media/669de3_fd446011f0424ad7ae4fefc443bfd0c2~mv2.png/v1/fill/w_137,h_73,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/669de3_fd446011f0424ad7ae4fefc443bfd0c2~mv2.png)\n\nClient : KIA\n\nCampaign : New Picanto\n\n![](https://static.wixstatic.com/media/669de3_be0266f302ab471092887efc7be8847b~mv2.jpg/v1/fill/w_917,h_285,al_c,q_80,usm_0.66_1.00_0.01,enc_avif,quality_auto/669de3_be0266f302ab471092887efc7be8847b~mv2.jpg)\n\n#### Triumphing Amidst the Odds\n\n#### The Challenge\n\nThe first MasterCard with Contactless feature, AFFINBANK required a strong message to communicate the benefits of going Contactless at BHP petrol pumps.\n\n![](https://static.wixstatic.com/media/669de3_04620b054d54453b9550fa63945d54a4~mv2_d_3507_1240_s_2.jpg/v1/fill/w_600,h_212,al_c,q_80,usm_0.66_1.00_0.01,enc_avif,quality_auto/669de3_04620b054d54453b9550fa63945d54a4~mv2_d_3507_1240_s_2.jpg)\n\n#### Cogent's Strategy\n\nBranding 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.","original_url":"https://www.cogent.com.my/kia-picanto-untypical","path":"/kia-picanto-untypical","title":"KIA Picanto Untypical | Cogent Ideas","page_type":"service","word_count":112,"key_claims":["KIA Picanto is the only imported car in the A-segment","Campaign branded around concept of UNTYPICAL","Tagline: The Compact That's Larger Than Life"],"content_summary":"Cogent's branding for KIA Picanto positioned it as 'UNTYPICAL' targeting consumers wanting to stand out. Tagline: 'The Compact That's Larger Than Life'.","topics":["KIA Picanto","automotive marketing","branding strategy","Malaysia automotive"],"author":null,"published_date":null,"price":null,"currency":"MYR","parent_profile":{"id":"749b4810-41c9-41a0-8ffa-77d57303b4ff","slug":"cogent-com-my","name":"Cogent | Integrated Creative Marketing Agency | Malaysia","url":"https://cogent.com.my/"}}