General information
Sector: Automotive
Media: Linear TV
Time period: Autumn – Winter 2021
Case description
The challenge was two-fold – as a luxury vehicle and a relative newcomer to Canada, Genesis had an undeserved low brand awareness that they 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. To reach female buyers, Genesis partnered with Rogers Sports and Media (RSM), which has a big reach amongst this demographic and therefore understands it very well. With over 34 years of selling products, TV show Today’s shopping choice (TSC) was the perfect fit.
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, empowering them with insights into an important purchase for the household: a luxury car.
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.
The programme involved traditional elements of integration and branded content – including client-led segments in such TV shows as Breakfast Television 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 what can be traditionally considered as teleshopping. Together, Rogers and Genesis reinvented the genre!
Campaign results
- Together 20 vehicles were sold (valued at over $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 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%