GENESIS


CHALLENGE

It doesn't add up? Australian's know the Hyundai brand for value. Hyundai had never played in the luxury car space before Genesis. How do we establish Genesis as a serious alternative to luxury car badges?
IDEA
CEO to CFO - BMW, Mercedes and the like target the CEO, let's switch and target the slightly more rational mind of the CFO. CFOs are all about logic and everything adding up perfectly. The idea - whereas other luxury badges defy logic, not Genesis. Logic trumps badge when it comes to the Genesis. We used this insight to provoke appraisal across our AFR and Golf partnerships

RESULTS

Genesis experienced rapid growth culminating in being awarded Australia's Best Large Car <$70,000

CREATIVE

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