07.08.2023 Pressemeldung

Hyundai celebrates the power of imagination in new KONA campaign

  • Hyundai introduces the all-new KONA Electric launch campaign with the tagline “Live Unlimited”
  • The campaign sparks inspiration, asking "When did you stop believing anything is possible?”, embodying the brand's commitment to innovation and progress for humanity. 
  • The company created a memorable campaign that reconnects with childhood imagination.


Hyundai Motor Europe has unveiled a launch campaign for the all-new KONA. The innovative release, which recently aired in Europe, aims to showcase how a child's imagination knows no bounds, while also highlighting the endless opportunities brought about by technological advancements.

The emotive launch of the all-new KONA

The campaign emphasizes not only the provision of the all-new KONA’s cutting-edge technology, but also the creation of emotional experiences. The launch encapsulates the essence of Hyundai's vision in the direction of "Live Unlimited". It aims to conquer the unimaginable and promote innovative solutions for everyday life. The new KONA stands as a testament to this vision, encouraging customers to embark on a new era of sustainable transportation. Accompanied by a beautiful piece of visual storytelling, Hyundai skilfully depicts the car's advanced features and extended electrical range, empowering people to drive with confidence.

Connecting with the inner-child

In a captivating hero film, the new KONA EV takes centre stage, embarking on a whimsical journey through the city. Along the way, the car encounters knights on horses, a chasing dragon, a racecar, and even a monster truck.

However, a twist reveals that these extraordinary scenarios were products of a child's imagination, the one from Noah, a boy inspired by the trips he took in the new KONA. This striking revelation underscores the idea that the new model is not just a car but a vehicle that sparks imagination and inspires to pursue our dreams.

The film concludes with a powerful message: "When did you stop believing anything is possible?" This message truly reflects the spirit of Hyundai as the company relentlessly pursues its goal of becoming a sustainable mobility solutions provider. By wholeheartedly embracing this mindset, Hyundai recognizes the intrinsic link between realizing our full potential and driving progress. It serves as a reminder that meaningful advancements in sustainable mobility can only be achieved by pushing boundaries and embracing new ideas, much like how we do when we connect with our inner child. The imagery in the film symbolizes how the new generation KONA Electric, with its cutting-edge technology, can unlock new possibilities and enrich the lives of customers, offering a more fulfilling experience.

The all-new KONA Electric | Live unlimited

We are thrilled to launch the new KONA Electric, a true embodiment of Hyundai’s commitment to innovation and sustainable mobility. With its captivating hero film and imaginative storytelling, we are inviting our customers to rediscover the joy of limitless possibilities. We are excited to inspire a new wave of belief based on our brand’s spirit: have you tried?

Laura Rathai Director of Marketing at Hyundai Motor Europe

Future-Ready Driving with a stunning design

The second-generation KONA sets a new standard in size and future readiness, making it the ideal choice for progressive European customers seeking an adaptable e-SUV that complements their dynamic lifestyles. Designed with a future-ready concept in mind, the new KONA will remain up to date throughout its entire life cycle, thanks to features like Over-the-Air (OTA) updates.

Putting consumer convenience at the forefront, the new model offers a spacious interior and exceptional comfort, ensuring a great experience and peace of mind for drivers and passengers alike. It boasts the longest All-Electric Range (AER) among its competitors with 514 km and features advanced technologies like its Digital Key 2 Touch feature which provides seamless access. The integration of double 12.3-inch displays delivers an immersive and interactive experience for drivers.

With its larger size, future readiness, consumer-centric convenience, and connected technologies, the new KONA Electric sets the stage for a dynamic driving experience that caters to the needs and desires of today's forward-thinking customers.

It is Hyundai's clear commitment to innovation and a customer-centric approach that moves us to continuously push boundaries and redefine driving experiences. The second-generation KONA represents the embodiment of our brand's values, combining progressive design, advanced technology, and unparalleled convenience. It is a testament to Hyundai's unwavering dedication to providing customers with vehicles that inspire confidence while exceeding expectations as we move towards the future of mobility.

Andreas-Christoph Hofmann Vice President Marketing, Product & PR at Hyundai Motor Europe

A multifaceted launch strategy

Hyundai's latest launch was produced in Budapest to showcase the European lifestyle and the city’s stunning architecture. One of the standout visual effects is the seamless spinning movement of the new KONA, reminiscent of the way kids play with their toy cars. The practical effect was executed by placing the car on a specially built turning platform for the shot.

The strategic marketing campaign, designed by Innocean Berlin, the creative agency behind this project, aims to inspire progressive mindsets through various formats. TV spots, online videos, and social media assets are utilized to effectively present Hyundai's “Live Unlimited” vision. Alongside the hero film, the launch includes impactful 3D Out-of-home (OOH) and print ads, which add drama and amplify the video’s impact.

To further enhance the product discovery experience, new walkaround videos have been created by design and innovation agency AKQA, providing in-depth exploration of the model's features. Additionally, shorter 15" product films have been developed to highlight specific features, offering a quick glimpse of what makes this model unique. With its engaging and innovative marketing approach, Hyundai's latest launch aims to captivate audiences and leave a lasting impression.

Disclaimer: CO2 and emissions data

Hyundai’s all-new KONA Electric is not currently available for sale. Electricity consumption and CO2 values for this model have not yet been determined.


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