Genesis decided to take an important step in its communication strategy in USA and he chose to do so by looking directly at the Hispanic community. The luxury brand presented “Luxury is in you”a campaign created specifically to connect with Latino consumers through messages linked to identity, family and personal effort.
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The initiative was developed together with the multicultural agency Dieste and represents the first time that Genesis has built a creative platform designed exclusively for this market.. The proposal seeks to move away from the classic idea of luxury associated only with status and towards a more personal, emotional and cultural vision.
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The campaign puts a clear concept on the table. For Genesis, true luxury is not based on appearance, but on the peace of mind of those who achieved their goals without leaving aside their roots.
A campaign with cultural identity
The brand explained that this new strategy is part of a closer vision towards its customers. Amy Marentic, director of marketing at Genesis Motor The united stateshighlighted the relevance of the Hispanic market within the company’s growth plans.
“At Genesis, tailoring the shopping and ownership experience to customer needs is at the core of our hospitality philosophy”said Amy Marentic, director of marketing at Genesis Motor United States. “The Hispanic community in the United States represents an important audience for our brand. The creation of a tailored and culturally relevant campaign in Spanish aims to welcome Hispanic Americans to our brand as guests of honor.”
The message is aimed at consumers who value design, comfort and a top-price experience, although without losing the connection with their culture and family environment.
The Genesis GV70 takes center stage
The vehicle chosen to lead this campaign is the Genesis GV70one of the brand’s most important models in the top-price SUV segment.
Genesis assures that this model perfectly represents its design philosophy “Athletic Class”a combination of sporty lines and a sophisticated atmosphere in the inner. The GV70 was designed for those looking for comfort in daily use, although they also expect an entertaining drive with character.
The audiovisual campaign seeks to convey precisely that mix of refinement and authenticity. Abe García, creative director of Dieste, explained what the approach was behind the project.
“Our goal with ‘Luxury Is in You’ expertise is to create a video that is based on emotion and authentic cultural fluency.”said Abe García, creative director of Dieste. “The Genesis is not only changing the look of luxury driving, but also the feel of it. This work is intended to inspire, appealing to a kind of natural confidence where the design and performance speak for themselves in a way that is authentic and that people truly identify with.”
Sports, social networks and key cities
Genesis will also bet heavily on the visibility of this campaign at large-audience sporting events. Ads will appear during streams linked to the NBA playoffs and Finals, in addition to coverage of the FIFA World Cup and MLS games.
The strategy will include 30- and 15-second pieces in both English and Spanish. In addition, there will be a specific presence in cities with a strong Latin presence such as Los Angeles, Phoenix, Miami, San Diego and New York.
In the case of Miami, the brand even developed a particular version inspired by Cuban and Caribbean cultural influences, seeking to generate an even closer connection with the local public.
The campaign will also have a presence on digital platforms and social networks. Genesis prepare special content for Meta and Instagram Storieswhere it will seek to get closer to Hispanic consumers through stories linked to lifestyle, culture and product. Later, actions in radio and digital exposure formats will also be added.
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