Genesis decided to take an important step in its communication strategy in the United States and chose to do it looking directly at the Hispanic community. The luxury brand present or “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 classical idea of luxury associated only with status and to get closer to a more personal, emotional and cultural vision.

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The campaign puts on the table a clear concept. For Genesis, true luxury is not based on appearance, but on the tranquility of those who have achieved their goals without leaving aside their roots.

A campaign with cultural identity

From the brand they explained that this new strategy is part of a closer vision towards their customers. Amy Marentic, marketing director of Genesis Motor America, highlighted the relevance of the Hispanic market within the company's growth plans.

“At Genesis, tailoring the purchasing and ownership experience to customer needs is at the core of our hospitality philosophy,” said Amy Marentic, marketing director of Genesis Motor America. “The Hispanic community in Es “Tados Unidos 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 targets consumers who value design, comfort and a premium experience, although without losing the connection with their culture and their family environment.

The Genesis GV70 takes protagonism

The vehicle chosen to head this campaign is the Genesis GV70, one of the most important models of the brand in the premium SUV segment.

Genesis ensures that this model perfectly represents its design philosophy “Athletic Elegance”, a combination of sporty lines and a sofa ambiance. isticated in the interior. The GV70 was designed for those who look for comfort in daily use, although they expect an entertaining driving with character.

The audiovisual campaign seeks to transmit precisely that mix of refinement and authenticity. Abe García, creative director of Dieste, explained what the approach behind the project was.

“Our goal with ‘Luxury is in you’ was to create a video that was based on emotion and authentic cultural fluency” said Abe Garcia, creative director of Dieste. also the feeling that transmits. This work aims to inspire, appealing to a kind of natural confidence in which the design and the performance speak for themselves in a way that's authentic and with which people really identify.”

Sports, social networks and key cities

Genesis will also bet strongly on the visibility of this campaign at large audience sports events. The ads will appear during broadcasts linked to the NBA playoffs and Finals, in addition to coverage of the FIFA World Cup and MLS matches.

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 audience.

The campaign will have a presence on digital platforms and social networks. Genesis prepares special content for Meta and Instagram Stories, where it will seek to get closer to the Hispanic consumers through stories linked to lifestyle, culture and product. Later actions in radio and digital display formats will also be added.