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Genesis x Monocle
Amplify + Genesis collaborate on the launch of the Korean luxury car brand in Europe...
Challenge
Amplify were tasked 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 + Strategy
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.
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? 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.