Singapore, 27^th December 2007 – Breaking from 5th December, JCDecaux and Mediaedge:cia have created a hard-to-be-missed outdoor campaign for Cycle & Carriage Kia amidst the plethora of Christmas decorations on bustling Orchard Road. Targeted at young adults aged 20 to 30 years old who lives an active lifestyle and currently do not own a car, the campaign aims to create awareness for the launch of the new facelifted Kia Picanto 1.1L Hatch, offering consumers a more stylish design with new headlights and taillights, roomier interior and 5 new colours, making it a total of 10 colours to choose from.

Along with this new facelift, the new Picanto now comes with 10 body stickers to match anyone's style and personality. The new additions are translated on JCDecaux Streetside bus shelter opposite Ngee Ann City on prime Orchard Road, seen dressed in vinyl stickers on the sides of the roof with a strapline, "My Picanto, My Style" and eight delightful three-dimensional Picanto models fixed on top of the roof. The front façade of the bus shelter roof displays four of its ten new vibrant colours with personalised stickers available for this bubbly model while on the back showcases the four more cars in their original design.

Ms Mavis Toh, Marketing Manager at Cycle & Carriage Kia commented, "The flagship bus shelter was chosen for this campaign because Outdoor medium allows one to be creative beyond the standard boundaries, exploring ideas which one cannot normally execute in many traditional media. In addition, Orchard Road is excellent location in reaching out to our target audience who potentially commutes via buses as well as the masses where this prime shopping district is known to be packed with shoppers this festive season."

The campaign is also seen on other mediums such as buses, press ads, online and ZoCards. Media planning was handled by Mediaedge:cia while Ace Dayton oversaw the creative.

Campaign Dates: 5 December 2007 ~ 1 January 2008 (4 weeks)