LAUNCHING A NEW BRAND OF LUXURY AUTOMOTIVE IN EUROPE
The Challenge
Having established the brand in South Korea and the US, Genesis Motor Europe were looking for an agency that could launch the brand from scratch, define the social content strategy, and deliver on a bold brand proposition.
As a new brand entering the spiritual home of luxury, our challenge was to develop a phased launch across three key markets (Germany, Switzerland and the UK), from pre-populating channels with teaser content through to discovery, awareness, education and retention. We needed to build up followers at pace and attract new prospects – starting from nothing.
Every customer in Europe has access to a Genesis Personal Assistant to ensure an effortless, stress-free buying process. Beyond this physical touchpoint, our challenge was to revolutionise the traditional ways of doing things in automotive with a seamless digital-first approach that aligned with the brand’s experience spaces, the Genesis Studios located in West London, Munich and Zurich.
INSIGHT
Genesis aimed to take a different approach to traditional automotive in Europe. That meant no dealer network. Instead, they wanted to establish a direct-to-consumer sales model.
Underpinned by the messaging, ‘We come to you’, Genesis Europe considers time to be your greatest luxury. Based on this belief, the main creative platform revolved around, ‘It’s About Time’ – a progressive perspective on contemporary luxury.
Steeped in Korean heritage, the brand proudly shares its distinctive culture of ‘son-nim’ with Europe, which means to treat everyone as though they are a guest in your own home. When you enter the world of Genesis, you become a cherished guest beyond simply a customer.
The SOLUTION
Opting for a streamlined pan-European channel approach, we set up new ‘Genesis Europe’ social media accounts from scratch. We are now responsible for the growth, maintenance and community management of all social media and advertising across Instagram, LinkedIn, Facebook, Twitter with an emphasis on YouTube (a key channel for finding automotive fans).
To support rapid follower growth and brand awareness, we developed a robust content strategy, social approach and paid media plans, as well as running a bespoke production arm within the agency to keep feeding the pipeline with social-first content through a European lens. We’ve also built up an extensive network of more than 60 luxury influencers in six months to drive awareness of the brand in new spaces.
On a monthly basis we produce multi-channel content calendars in multiple languages, promoting new model launches, ATL ad campaigns, brand activations, pan-European test drives, influencer collaborations and prestigious industry events, from Goodwood Festival of Speed and Internationale Automobil-Ausstellung (IAA) to Salon Privé.
We’ve produced multiple ‘social-first’ shoots to capture high-end video and photography for our channels, leveraging our network of partner crews to use local knowledge and deliver efficiency. All post-production is delivered in-house and the content we publish is regularly shared on the Genesis Worldwide channel to its global network of followers.