2022 Winner
GoldBest in Automotive
Genesis
"Auto Motives"
Rogers Sports & Media
"Auto Motives"
Rogers Sports & Media
The challenge was two-fold: as a luxury vehicle and a relative new-comer to Canada, Genesis had an undeserved low brand awareness that it needed to combat. Plus, during the height of the pandemic, consumers were reluctant (and often unable) to enter dealerships to spend time learning about and experiencing the vehicles.
Female luxury consumers were a key target for Genesis. Among car buyers, women represent the fastest growing segment – currently representing 40% of new purchases, a growth of over 80%. And yet, most women say they don’t like going to car dealerships.
In addition, Genesis was already a brand that had set out to reimagine the car buying experience (at home test drive and delivery; buy online) and it was looking for ways to push this innovation
even further.
To reach female buyers, Genesis needed a partner that understood this demographic.
With over 34 years of selling products, TSC had the expertise to help engage this key audience. The strategy was to reach women where they are already shopping through a breakthrough partnership anchored in TSC and using the megaphone of RSM brands and experts to drive awareness, affinity and action among this key female demographic.
TSC’s holistic storytelling approach to shopping and buying, along with expertise on the female shopper (through car expert Emma Hancock) was applied to a 1-hour broadcast special Auto Motives – a show designed to tell the story of the unique attributes of Genesis and sell vehicles.
This type of partnership was new to Canada, RSM, TSC and Genesis.
The program involved traditional elements of integration and branded content – including client- led segments in BT and Cityline, custom commercial vignettes produced to drive awareness of the unique television event – but also deep conversations around fulfillment and the nuances of trying to sell vehicles through TV. This was a first – TSC had never sold cars, live on air before! But even beyond that, this program represented a deep collaboration across TSC, RSM, Genesis and all partners.
Content was designed and created to run across multiple RSM media assets, plus the Genesis client and brand teams had to educate RSM creators around fulfillment and auto marketing.
And the work was worth it. Together, 20 vehicles were sold (valued at $65K+) for Genesis, generating 34 qualified leads and over 15 million targeted impressions. Genesis received over 250 minutes of branding on national TV with over 60 different touchpoints and assets created to support the campaign. They saw a lift against all key metrics – willingness to purchase via TV +73%, Genesis brand awareness was up 11% and likelihood to purchase a Genesis was up 64%.
Female luxury consumers were a key target for Genesis. Among car buyers, women represent the fastest growing segment – currently representing 40% of new purchases, a growth of over 80%. And yet, most women say they don’t like going to car dealerships.
In addition, Genesis was already a brand that had set out to reimagine the car buying experience (at home test drive and delivery; buy online) and it was looking for ways to push this innovation
even further.
To reach female buyers, Genesis needed a partner that understood this demographic.
With over 34 years of selling products, TSC had the expertise to help engage this key audience. The strategy was to reach women where they are already shopping through a breakthrough partnership anchored in TSC and using the megaphone of RSM brands and experts to drive awareness, affinity and action among this key female demographic.
TSC’s holistic storytelling approach to shopping and buying, along with expertise on the female shopper (through car expert Emma Hancock) was applied to a 1-hour broadcast special Auto Motives – a show designed to tell the story of the unique attributes of Genesis and sell vehicles.
This type of partnership was new to Canada, RSM, TSC and Genesis.
The program involved traditional elements of integration and branded content – including client- led segments in BT and Cityline, custom commercial vignettes produced to drive awareness of the unique television event – but also deep conversations around fulfillment and the nuances of trying to sell vehicles through TV. This was a first – TSC had never sold cars, live on air before! But even beyond that, this program represented a deep collaboration across TSC, RSM, Genesis and all partners.
Content was designed and created to run across multiple RSM media assets, plus the Genesis client and brand teams had to educate RSM creators around fulfillment and auto marketing.
And the work was worth it. Together, 20 vehicles were sold (valued at $65K+) for Genesis, generating 34 qualified leads and over 15 million targeted impressions. Genesis received over 250 minutes of branding on national TV with over 60 different touchpoints and assets created to support the campaign. They saw a lift against all key metrics – willingness to purchase via TV +73%, Genesis brand awareness was up 11% and likelihood to purchase a Genesis was up 64%.
Credits
Lawrence Hamilton, GenesisRex Yulo, Genesis
Bianca Pettinaro, Genesis
Tania Cuch, Innocean
Nyla Ahmad, TSC
Brandon Kirk, RSM
JoAnn Portelli, RSM
Alison Williams, RSM
Carmela Wynne, RSM
Haem Roy, RSM
Emma Hancock
Carolyn Galvin, TSC
Sion Wulffhart, TSC
Mike Dwyer, RSM
Andrea Hall, RSM
Ramona Galea, RSM
Amanda Ramondino, RSM
Mare Giacalone, RSM
Douglas Johnson, RSM