The luxury automotive industry is highly competitive. BMW, Mercedes, and Audi lead the category. Most brands deploy creative executions that highlight performance and craftsmanship and are highly product-focused.
It’s challenging for newer brands to enter the luxury space and capture consumer attention.
To elevate Genesis’ perception beyond just a luxury car brand, but a design-powered lifestyle community.
Bypassing the current zeitgeist of art created through generative AI, we’ll celebrate the original craft and design ability that exists within our Genesis creative community.
Objectives:
KPI’s
We partnered with groundbreaking digital artists, selected for their styles mixing fashion, art and technology. Each artist reimagined the details of a Genesis SUV to create an unprecedented virtual fashion collection. To elevate the viewing experience, the motion pieces were accompanied by custom composed music. The final pieces were showcased on our Instagram, Facebook, Twitter and TikTok feeds. For maximum reach, the artists shared their work on their own Instagram pages in tandem with our postings. To accompany the art, we created behind-the-scenes videos for each artist, in addition to a long-form YouTube film. We also made an Instagram Guide that functions as a fashion lookbook, highlighting the garments. Following an amazing response to the campaign, we produced an AR filter, which lets people wear one of the pieces from the collection.
The response to the SUV Artist series was overwhelmingly positive and helped Genesis SUVs stand out on our social feeds. Here’s a snapshot of how the campaign performed:
