Genesis is a premium car brand from Korea that was launched in 2015 and is now introduced to Europe in June 2021. As an absolute newcomer to an established hyper-competitive premium market, the challenge couldn’t have been bigger. Following the unprecedented times of 2020, there was evidence that car sales were rising, due to the desire to travel in private modes of transport. Genesis not only needed to raise the profile of its brand; but it needed to do so on much smaller budgets in a market that is dominated by established German carmakers such as Mercedes, BMW, and Audi.
Out-of-home was selected as a key channel, to help with brand reach and awareness across UK, Munich & Switzerland. Phase one of this campaign was centered around brand awareness, with iconic, impactful, and large format outdoor locations. Phase two was highly targeted on arterial and high traffic locations to help drive reach and frequency.
The brand launch was scheduled to co-inside with the studio showroom launch and help drive footfall and sales in-studio locations, with the high visibility of the brand across OOH, it was the perfect platform to deliver this.
increase in web traffic
The campaign’s achievements were above and beyond what we had calculated. We managed to increase brand awareness in the UK by 50% from an 18.3pp pre-campaign to a 27.5pp post-campaign. We managed to drive footfall into the Genesis Studio in Westfield with an increase 33% during the campaign period. We managed to increase web traffic by 180% in phase 1 and by 146% in phase 2 of the campaign. overall, the campaign achieved strong coverage and we managed to secure 33,863,367 impressions.