the challenge

As part of launching the Genesis brand in Europe, our challenge was to support their physical expansion across eight cities in three key markets (UK, Germany and Switzerland). We had to maximise the potential of social media to encourage local prospects to visit the studios, try the products and book test drives.  

To embody the brand identity, the physical presence for the brand was aiming to achieve a high-end store feel rather than a classic car dealership. As such, we needed to create content that would drive footfall to our inner-city locations and promote the premium customer experience that Genesis offers, heroing their Genesis Personal Assistants (GPA) who act more as luxury concierges than traditional salespersons.

We also had to ensure that the eight locations would be recognisable by the local audiences in targeted campaigns (for instance with the iconic Battersea Power Station, the Jet d’Eau in Geneva or the Edinburgh Castle), while ensuring the assets could also serve as evergreen content for the Pan-European channels.

CREATIVE SOLUTION

We focused on bringing the customer experience to life for each of the eight studios, giving viewers a sense of the space, of the brand’s hospitality, and of the range of products.

These “walkaround” videos illustrated the luxury customer journey, following the consultation process and the interactions with the Genesis Personal Assistants from the moment visitors stepped into the studio.

Alongside this main walkaround films, we created at least one additional video for each studio. These ranged from ASMR (Zurich), A Day in the life of an Assistant Studio Manager (Edinburgh), a GPA interview (Basel), test drives (Munich) to a focus on partnership with luxury hotels (Zurich).

Additionally, we captured at least 10 high quality images for each location to be used across platforms.

PRODUCTION SOLUTION

We produced eight shoots across 3 countries in two years.

We refined our approach over time to maximise the budget. We were able to reduce total cost for each shoot without compromising the final creative output: we started with a large crew and production for the first studio in London Westfield, and managed to achieve all of our content capture goals with a skeleton crew in 2 days only for the eight studio shoot in Edinburgh.

Our approach brought a dynamic and smooth feeling to the content, often using cameras on gimbals to show people moving through the space as well as allowing us to remain agile.

We also developed techniques for shooting from the vehicles’ interiors that kept the space feeling open even for vertical format crops and showed customer interactions with forward-thinking technology to great effect.