Brand Launch
FAULHABER introduced Genesis as a new player in the luxury automotive market, a market dominated by legacy brands. Our objective was to educate media and consumers about the brand’s disruptive business model to drive awareness and sales.
To differentiate from competitors, we developed the Generation Genesis concept focused on the authentic but aspirational lifestyle the brand represents. We told the story through an integrated communications approach that included media and influencer relations, product seeding, disruptive experiential marketing, smart credentialing, content creation (branded videos, photography, and cinemagraphs), social media community management, strategic partnerships and events. We launched an earned ambassador program with top Canadian chefs and entrepreneurs. Genesis partnered with SHARP Magazine and SAKS for two separate activations.
RESULTS:
400+ pieces of coverage
122M Impressions
Ambassador program drove 43K website clicks in first six months
Exceeded car sales target for the year
Exceeded target test drives for the year