The Seltos Challenge cleverly portrays Kia’s commitment to setting a “new beat” for the global automotive industry and conveys the product concept of “passion and energy.” The challenge uses custom-branded music to create a heartbeat rhythm sensation, syncing with the Seltos engine sound, where the heartbeat intensifies with the beat, transforming the subdued millennials into energetic fashion enthusiasts. Commercial stickers like neon sunglasses, directional arrows, and fully charged battery emojis further enhance this visual transformation.

Kia launched two days of splash screen ads and three days of in-feed ads, enlisting the participation of three popular influencers in the challenge to further boost the campaign’s impact. More and more TikTok influencers joined the trend of this challenge, prolonging the promotional buzz. Concurrently, the influential impact of the Seltos Challenge continued to grow, resonating strongly with young audiences. During the challenge period, user engagement effectively increased exposure for the Kia brand and its new product among the target audience, spawning a multitude of creatively expressive videos that vividly portrayed how the Seltos compact SUV reignites people’s inner vitality.