- News
- June 6, 2025
Hyundai INSTER Launches with Full Shell Station Takeover.
Hyundai has kicked off the introduction of its new INSTER EV with a full Shell Station Takeover, using retail media to reach millions of Dutch consumers right where it matters: on the road.
The Hyundai INSTER is positioned as an affordable and practical electric car for urban use. With the first models arriving in the Netherlands in early 2025, Hyundai chose a bold and high-impact retail media strategy to build awareness and drive consideration from the start.
The Shell Station Takeover provided Hyundai with a powerful media moment, placing the INSTER in front of active and engaged consumers during their weekly routines. Shell stations welcome between two and two-and-a-half million unique visitors each week. These are working Dutch consumers, often commuting or running daily errands, who visit Shell on average 1.4 times per week. During their visit, they spend around eight to nine minutes on-site, offering brands a rare opportunity to connect in a moment of full attention.
What makes the Shell Station Takeover unique is its ability to bundle multiple physical and digital touchpoints into one consistent and easy-to-buy package. The Shell Station Takeover consists of shopfront screens, in-store screens, in-store radio, screens at the fueling area, and the omnichannel effect tracker. This setup ensures high screen density, high contact frequency, and full journey coverage from pump to shop.
For Hyundai, this meant full visibility across the customer experience, reinforcing brand recall and positioning the INSTER as a top choice for drivers considering the switch to electric. The campaign was developed in close cooperation with Hyundai Motor Nederland, Havas Media Nederland, Shell, and RetailMedia.One, the exclusive retail media partner of Shell.
RetailMedia.One simplifies the retail media landscape by combining high-traffic touchpoints with clear packaging, fast activation, and strong campaign measurement. This transforms Shell from a fuel and convenience stop into a high-impact media platform for brands across automotive, insurance, finance, streaming, and beyond.
Retail media is evolving fast. Shell Station Takeovers show what’s possible when scale, context, and creativity come together in one streamlined proposition.
Keen to learn more? Contact Bart Asberg on bart@retailmedia.one.
