Studio Launch

Korean luxury automotive brand, Genesis Motors was looking to make a formal entry into the Australia with the launch of its first global Genesis Studio on Pitt Street Mall in Sydney. In a market heavily dominated by luxury car partnerships, Genesis Motors wanted to cut through the noise amongst consumers outside the motoring space and generate buzz through a launch event and earned media outreach.
To build talkability around the launch, we created a full day of events at the new studio for the who's who in consumer news, business and lifestyle. The day kicked off with an exclusive media breakfast where guests were introduced to the G70 and G80 vehicles by Genesis' Executive Vice President before taking the driver's seat for themselves. Then, that night, the doors of the studio opened to VIP celebrities, customers and guests for an exclusive cocktail launch party hosted by TV personality, Georgie Gardener with a surprise performance by Korean-Australian singer, Dami Im.
Beyond the launch events, we facilitated one-on-one interviews with Genesis' executives to provide an overview on its brand evolution and future direction, and managed a photography and video team to captured content of the architectural studio space and impressive vehicles to be seeded out to media and used to build Genesis' Australian social presence.


140 event attendees including the likes of Sky News, GQ, Business Insight, Nikki Phillips, Braith Anasta and Luke Jacobz
40 social clips across the launch days with a total OTS of 1.5 million
28 media features in consumer lifestyle, business and tech publiactions with an total OTS of over 12 million