Showcasing the fashion and vitality of a brand new small SUV

Kia is a leading global automobile manufacturer from South Korea. They aimed to promote their newly launched compact SUV — the Seltos series — to millennial consumers. The series name is derived from the legend of "Celtos," who is the son of Hercules in Greek mythology. Kia wanted to create a refined, sporty, and spacious image for Seltos, conveying the brand concept of "SELTOS ignites passion and vitality" to tech-savvy young consumers, helping the brand stand out among competitors. They believed this concept could be creatively and authentically delivered to their target audience on the Tuke platform.

The Seltos Challenge cleverly depicted Kia's understanding of advertising products dedicated to "setting a new rhythm" for the global automotive industry, while also conveying the product concept of "passion and vitality." The brand-customized music used in the challenge created a heartbeat-like rhythm, with the heartbeat intensifying to the beat of the Seltos engine sound, transforming the dull millennials into energetic fashion icons. Commercial stickers such as neon glasses, directional arrows, and fully charged battery emojis further enhanced the visual impact of this transformation.

Kia ran two days of TopView ads and three days of in-feed ads, and invited three popular influencers to participate in the challenge, further boosting the campaign's impact. More and more Tuke creators joined the challenge trend, keeping the momentum of the promotion going. Meanwhile, the concept conveyed by the Seltos Challenge continued to expand its influence, resonating strongly with young audiences. During the challenge, users' active participation effectively increased the exposure of the Kia brand and its new product among the target audience, while generating a large number of creative videos that vividly demonstrated how the Seltos compact SUV could reignite people's inner vitality.