The Hyundai digital-first luxury brand Genesis Motors Canada is getting personal to better connect with stakeholders.
“Centred Around You,” launched at the Canadian International Auto Show, reimagines luxury driving through a people-centric approach, the automaker says, emphasizing its dedication to understanding and meeting their needs
The creative, using simple stills, says “the most important feature of any Genesis is you.”
“As a brand, we’re confident in going to market with messaging that reflects the true guest experience, showcasing the elements that differentiate us from other luxury manufacturers,” says Eric Marshall, director of Genesis Canada. “The human-centric approach in our marketing strategy stems from a deep understanding of our guests’ desires for a more personalized luxury experience that is aligned with the rest of their lives, such as five-star hotels, top-rated restaurants and business class travel.”
Marshall tells strategy that when Genesis launched in Canada in 2016, the brand focused on alleviating the primary pain points consumers identified when shopping for, acquiring and owning a vehicle. The driver, or guest, experience has been the center of everything it aims to do, whether that’s complimentary scheduled maintenance or valet services.
“By focusing on the needs of our guests, we are hoping to communicate how everything from the design of the vehicle to the process of acquiring and owning is meant to be personalized, convenient and frictionless,” Marshall says.
The campaign is supported by comprehensive marketing efforts including TV commercials, online video ads, social media,and digital platforms, ensuring broad visibility. The brand’s existing OOH airport domination will get a refresh in April.
“Our goal is to reach an audience that is busy and on the move. We are bringing our marketing messaging to them where they work and play, similar to how our business model operates,” Marshall says. “Our media mix includes television, Genesis.ca and our own social media properties, as well as carefully selected print and digital properties. Airport OOH is a strategy that we will continue to leverage in order to reach those who travel for business and recreation.”
The brand says its target audience is the discerning affluent individual who appreciates the finer things in life but seeks a deeper connection with the brands they support.
The brand and its AORs managed this campaign. Innocean Canada led creative, production, media, social and community management, with Middle Child managing public relations.
“Our ad spend is strategically allocated across a mix of channels that align with our guests’ media consumption habits,” he says. This includes, Marshall explains, a “significant” focus on digital and social media platforms to engage with our audience in a dynamic, interactive manner, as well as traditional channels like OOH for broad, impactful reach.
Genesis is also targeting PGA golf tournaments for TV ad buys in order to engage with stakeholders during their recreation time.
