- News
- July 10, 2025
Shell Stations Serve as a Virtual Showroom for the Hyundai INSTER
Model consideration more than doubled thanks to the Shell Station Takeover
The launch of the new Hyundai INSTER highlights how retail media can drive real impact for automotive campaigns. In collaboration with Hyundai Motor Netherlands, Havas, and Shell, RetailMedia.One executed a large-scale Shell Station Takeover. By activating all digital touchpoints and in-store radio, the campaign successfully brought the new electric city car to the attention of Dutch drivers — leading to a more than twofold increase in model consideration.
Retail media as a real-life showroom
What started as a network to promote coffee and sandwich deals has now evolved into a high-impact media channel for automotive brands. Shell stations offer a dense network of digital screens — from the fuel pump and shop entrance to indoor displays and exit screens — reaching thousands of drivers every day.
Leon van Schie, General Manager Marketing at Hyundai Motor Netherlands, explains:
“Consumers only visit a showroom after having made about 90 percent of their decision. Much of that decision-making happens online or in real-world locations like Shell stations. While mass media keeps brands top of mind, active consideration is driven by real engagement.”
Proven impact on model consideration
The INSTER campaign focused on highlighting the car’s price, design, and electric driving benefits — all in a highly relevant, on-the-move context. A campaign effectiveness study showed the Shell media touchpoints boosted model awareness and significantly increased model consideration, especially among audiences with lower exposure to traditional mass media.
Building the retail showroom of the future
Hyundai, RetailMedia.One, and Shell are continuing to innovate by developing next-level retail showroom experiences. Future campaigns may include real cars appearing next to promotional deals or in high-traffic retail locations, bringing the showroom even closer to daily life.
Thijs Muller, Managing Director at Havas:
“These results confirm that launching a new car model requires more than just traditional GRPs. You need a smart mix of media and physical presence to create real impact.”
Shell is also expanding its retail media offering with campaign measurement tools and new charging infrastructure, underlining its commitment to supporting the electric mobility transition.
