Are You In? Hyundai launches the campaign for INSTER, the new all-electric small SUV
- The all-electric small SUV big on space and versatility
- Campaign to primarily address Gen Z and Empty Nesters
- "Are you in?" serves as the core campaign statement and invites the audience to explore their commitment to new beginnings. Hyundai INSTER is "all-in."
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With the market introduction of the new INSTER, Hyundai is bolstering its presence in the all-electric small SUV segment. The INSTER is anything but a wallflower – its distinctive design concept, confident stance, impressive interior space and versatility demonstrate that a small SUV can be colossally captivating. One of the many unique aspects on which the campaign is centred is its two primary target groups – Gen Z and Empty Nesters. At first glance, these two demographic categories may appear to have little in common. However, both are united by one fundamental stage in their lives – a new beginning.
As cultural trailblazers, Gen Z stands at the onset of their non-parented lives, embracing all the exhilarating decision-making that comes with it. Conversely, Empty Nesters also travel down new avenues as their roles transition into a different phase. Both groups are united by their shared sense of excitement and anticipation of all the fresh perspectives that lie ahead and mutual commitment to their beliefs and life choices. This is where the INSTER campaign draws its communicative strength. Regardless of generation, the all-electric INSTER offers space for all new chapters, no matter where the journey leads. The campaign statement, "Are you in?" perfectly captures this energising moment in life and the answer “all-in” underlines the commitment and dedication to personal choices.
The INSTER and the INSTER launch campaign embody Hyundai’s commitment to innovation, individuality and new beginnings. ‘Are you in?’ is more than an invitation - it’s a statement of how we’re driving forward, embracing change and welcoming new audiences into our electrified future.
Hyundai INSTER. All-electric. Are you in?
Rolling out "Are you in?"
The pre-launch and launch campaigns are as unique as the INSTER, offering target groups an eclectic mix of automotive highlights and cultural events tailored to their interests. Roadshows provide direct contact with the INSTER world, while cultural activities ranging from music to fashion introduce a unique experience for those seeking a new beginning. Two such cultural highlights included the Insterstudios campaign and the Amsterdam Fashion Week. During the Insterstudios campaign, an INSTER was transformed into a studio on wheels for producing various entertaining format episodes and music. As a stage for the action, the INSTER became a vehicle for cultural exchange, with multiple episodes addressing new beginnings and the overarching “Are you in?” statement. The first INSTER studio episode saw the acclaimed South Korean singer/songwriter Sogumm and the European DJ Seinfeld get together for creative cooperation.
INSTER had a starring role at Amsterdam Fashion Week, which took place in September 2024. During the week of festivities, the INSTER campaign was prominently shown throughout the city and at selected events. And because fashion and music go hand-in-hand, INSTER also laid down tracks while powering a DJ booth during an opening dinner with designers and influencers. A star appearance at the fashion show promoting a circular economy clothing brand rounded out the eventful week.
Pan-European and in-market creators continually add new content to cultivate a distinctive cultural ecosystem supported by paid media across all relevant platforms.
The final launch motifs round out the campaign with contemporary and authentic images depicting the target groups engaging with the all-electric INSTER. These visually appealing "slice of life" moments show individuals who have opted to be "IN" and are enjoying their new beginnings. All campaign images showcase the INSTER in genuine scenarios, reflecting authentic human insights to inspire interested parties and potential buyers.
Disclaimer: CO2 and emissions data
- Electricity consumption combined for the Hyundai INSTER 42 kWh (15” steel/alloy rims) with 2WD in kWh/100 km: 14.3; CO2 emissions combined in g/km: 0 (WLTP)
- Electricity consumption combined for the Hyundai INSTER 42 kWh (17” alloy rims) with 2WD in kWh/100 km: 15.6; CO2 emissions combined in g/km: 0 (WLTP)
- Electricity consumption combined for the Hyundai INSTER 49 kWh (15” steel/alloy rims) with 2WD in kWh/100 km: 14.9; CO2 emissions combined in g/km: 0 (WLTP)
- Electricity consumption combined for the Hyundai INSTER 49 kWh (17” alloy rims) with 2WD in kWh/100 km: 15.1; CO2 emissions combined in g/km: 0 (WLTP)
Contacts
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Adriana Cerami
Head of Corporate & Brand PR
acerami@hyundai-europe.comElvira Herrera
Executive & Internal Communications Expert
eherrera@hyundai-europe.comMaria Bricio
Corporate & Brand Communications Expert
mbricio@hyundai-europe.comConor Twomey
Head of Product PR
conor.twomey@hyundai-europe.comAdrian Péré
Product PR Manager
apere@hyundai-europe.comKatharina Kupper
Hyundai Newsroom Lead
