The Kia EV2: every journey begins with a first #Kia #EV2 #MovementThatInspires. Image source: Kia
Kia Europe has rolled out “The Power of Firsts”, a new integrated campaign marking the introduction of the EV2, the smallest EV in the brand’s line-up and its entry point into electric mobility.
Developed in collaboration with INNOCEAN Berlin, the campaign positions the EV2 as an enabler of new experiences. Moving beyond purely product messaging, it connects with new and emerging customer groups through emotionally grounded storytelling while reinforcing Kia’s progressive brand identity.
Celebrating new beginnings
“The Power of Firsts” builds on a simple insight: first experiences shape how we see the world. Whether it is a first independent drive, a first creative step, or a first shared adventure, these moments often mark key transitions into new life chapters.
David Hilbert, Marketing Director at Kia Europe, explained, “The EV2 represents a significant step in broadening access to electric mobility within Kia’s line-up. With ‘The Power of Firsts’, we want to place the focus on the human experience. The campaign positions the EV2 as a companion to meaningful first moments and demonstrates Kia’s ambition to connect with customers in an authentic, meaningful way that reflects how they live today.”
Gabriel Mattar, chief creative officer at INNOCEAN Berlin, said the campaign represents a first of its kind for Kia. He explained that the work is designed to evolve over time, beginning with a traditional film before extending into a second, social‑led chapter. According to Mattar, the approach reflects Kia’s ongoing commitment to innovation and its search for new ways to inspire audiences.
The creative execution presents a distinctly forward-looking narrative. A series of intimate vignettes portrays meaningful “firsts”, all subtly connected through the presence of the EV2. Each story is crafted to resonate broadly, appealing to diverse audiences while avoiding age-based or life-stage stereotypes.
A fully integrated 360-degree approach
“The Power of Firsts” launches as a multi-channel platform across Europe. The first phase of the campaign includes a hero film for television, cinema, and digital platforms, supported by dedicated product films, print executions, digital assets, and tailored social-first content for platforms such as Instagram and TikTok.
The campaign has been designed modularly. This maintains a consistent narrative while allowing for adaptation across formats and markets. Neutral photography and digital assets support the EV2 product website and online brochure.
The second chapter of “The Power of Firsts”
The campaign will expand in summer 2026 with a second phase featuring collaborations with content creators from diverse disciplines. Each will revisit a defining personal “first” with the EV2 integrated into their story. Two creators introduced in the main film will continue their involvement. This approach embeds the campaign naturally within social platforms and maintains long-term engagement beyond the initial launch.
Expanding Kia’s electric portfolio
As the smallest EV in Kia’s line-up, the EV2 plays a strategic role within the brand’s growing electric portfolio. It complements Kia’s larger EVs by offering a compact, design-led and emotionally distinctive electric car that captures the essence of the brand. Through progressive storytelling, the EV2 is positioned to resonate with both existing and new customer segments.
