Marketing Campaign: Automotive
WINNER: TEN: The Enthusiast Network | Genesis of the Genesis
The automotive market is one of the most competitive business segments in the global marketing community, and according to a January 2017 report from Motor Authority, passenger vehicle sales by luxury brands such as Mercedez-Benz, BMW, and Lexus have been in decline over the last 12 months. That said, when Hyundai Motor Company approached TEN to develop and deliver an integrated marketing program for the launch of its luxury brand Genesis — specifically the Genesis G90 sedan — it represented a unique challenge. Not only did TEN need to deliver impressions and engagement, it was paramount to the program’s success that Genesis sees significant and measurable lift in brand awareness and affinity.
In order to accomplish this, TEN initiated an overarching campaign concept called “Genesis of the Genesis” and utilized a unique behavioral targeting strategy to reach an audience of ultra-influential automotive enthusiasts. In just three months TEN achieved a 16.1% lift in aided brand awareness, 11.3% lift in consideration intent, 9.2% lift in purchase intent, and 13.1% lift in recommendation intent, across all platforms according to Millward Brown, who conducted the brand lift study. The campaign outperformed Millward Brown’s automotive benchmarks, including 130% over performance in Aided Brand Awareness, 89% in Brand Favorability, and 96% in Purchase Intent.