Kia recently created the world’s first nail art animation, turning a labour intensive bit of finger-painting into a successful 1M+ YouTube viral.
The viral, created to promote the new Kia Picanto (the smallest car in its range), required painting 900 detailed animations on 900 separate acrylic nails over a period of 25 days and nights.
A mere 1,800 hours and 1,200 bottles of nail polish later and the automotive brand had successfully turned a nail bed into a micro video billboard featuring one of the world’s smallest stop-motion videos.
This particular Kia promotion is aimed squarely, and rather successfully, at a prominently female demographic, promoting the various product benefits in an engaging and memorable way. “We didn’t just minimise it. We maximised it in a small space” stated Kia, pushing the concept that on this occasion big things come in small packages.
Gillette’s recent ad on a human hair is another key example of this style of micro marketing in action. In a period in marketing history where world firsts are becoming something of a rarity, breaking new ground now requires paying attention to the tiniest of details and microscopic marketing opportunities.