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Genesis x Monocle

Amplify + Genesis collaborate on the launch of the Korean luxury car brand in Europe...

Challenge

To support Genesis, the Korean luxury car marque, with its European launch, helping the brand raise awareness among their target audience via activations at its three Studio spaces in Munich, Zurich and London.

Insight

Genesis is a well-established Korean luxury car brand in Asia, but is new to Europe and needed to foster a receptive audience.

Strategy

We created a media partnership with Monocle magazine to help Genesis connect with the right audience in Europe. Monocle supported us in transforming the Genesis Studios into cultural destinations - hosting talks with leading figures from design, hospitality and technology, introducing the brand to an influential audience. The talks were recorded and formed a key part of Genesis' marketing material.

Solution

Genesis x Monocle

Amplify secured and managed a media partnership for Genesis with leading cultural media publication Monocle, bringing two brands together that shared common values from attention to detail to having a perfectly crafted product. The deal included double page display advertisements, bespoke advertorial, sponsorship of Monocle's weekend edition and a series of masterclasses called ‘The Talks’.

The event series launched at the Genesis Munich Studio location during the IAA MOBILITY 2021, which kicked-off with a ribbon-cutting opening in the presence of the Global Head of the Genesis brand JAEHOON CHANG, Luc Donckerwolke (Belgian Automotive Designer) and Benjamin Winkler (Regional Operations Manager Deutschland, Genesis)

The first talk, What’s next for the fast-moving world of mobility?, hosted by Josh Fehnert (Deputy editor, Monocle) and featuring Mirko Borsche (Founder, Bureau Borsche design studio), Anne Urbauer (Journalist and Contributor for Monocle)and Jannis Toepfer (Manager Vehicle & Subsystems Partnerships, Supernal), offered a steer on the car industry. From the promise of self-driving cars to vehicles that fly, the talk explored cues on good design and how the luxury industry is changing lanes.

The second talk, What does luxury mean to you?, held at the Monocle HQ in London, examined how to bolster brands and understand shifting customer expectations. The event was hosted by Sophie Grove (Senior correspondent, Monocle), and featured key talent Lee Broom (Entrepreneur and product designer), Sagra Maceira de Rosen (Chair, Nagra Brands Group), and Eric Gallina (Design communications manager, Genesis).

The third and final instalment of the series, What drives success in the luxury business? was held at the Genesis Zurich Studio and examined where the world is heading after 18 months in the pandemic and the importance of steering from the front. The panel was hosted by Ed Stocker (Europe editor at large, Monocle) and featured Peter Hornung (creator and developer, Round Rivers) and Sagra Maceira de Rosen (director, SIO Global).

A full version of the London event can be viewed below.