Male Opps: Hyundai Genesis launches new campaign (Score 68)

Sales Lead: To introduce its SUVs' design elements, Hyundai's Genesis just launched a new campaign.

  • Three spots rolled out nationally that promote Genesis's SUV line, GV80, GV60, and Electrified GV70.
  • The campaign includes national an regional TV commercials along with social media and digital partnerships.
  • Creative AOR Innocean USA and media AOR Canvas Worldwide created this campaign to set Genesis apart from competing auto brands with boldness and distinction.
    • This is Innocean chief creative officer Jason Sperling's first major Genesis campaign... one might indeed call it a Genesis.
  • The company will likely:
    • Continue launching new work and shifting its strategy under the new DM at its creative AOR
    • Ramp up spend
    • Conduct agency reviews
  • Target demographic
    • ​​​​​​​Older millennial and Gen-X men

Additional spending insights:

  • Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
    • YTD spend: Genesis has spent approximately $12.5m on national TV commercials YTD, more than 4x the approximately $2.7m spent by this point last year.
    • Last year: The brand spent around $16.7m on this channel in 2022 after spending 69% less, around $9.9m, in 2021.
    • 2023 ad programming: Genesis's 2023 commercials have targeted male sports enthusiasts watching shows such as the 2021 NCAA Basketball Tournament, PGA Tour Golf, the 2023 Pro Bowl Games, the 2023 US Open Golf Championship, and the 2019 Home Run Derby.
  • Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
    • YTD spend: So far this year, the automaker has allocated roughly $9.2m toward digital ads, flat from the roughly $9.2m allocated within the same 2022 timeframe.
    • YTD data: Genesis has earned about 888.6m digital impressions YTD via YouTube (43%), Facebook (19%), Instagram (17%), desktop display (10%), desktop video (8%), and mobile display (3%) ads.
    • Last year: The brand's estimated full-year 2022 spend reached $22.2m, down 14% from that of $25.9m in 2021.
  • Additional channel insights  
    • Genesis utilizes Google Ads along with linear, OTT, digital, local broadcast, OOH, Facebook, Instagram, Twitter, TikTok, and online video (via, Youtube IOS, and Youtube Android) ads.
    • The brand holds planning conversations in Q1 and buying conversations in Q2.
    • Genesis also started bolstering its experiential efforts with the December​​​​​​​ 2022 hire of experiential marketing and fleet manager Eric Velazquez.
    • It invests in sponsorships with organizations such as the NFL.

Additional agency insights:

  • Opportunity: Get in touch soon to be top-of-mind; it isn't too late for roster shifts to follow Genesis's 2022 leadership shifts.
  • Current agency roster:
    • ​​​​​​​​​​​​​​Innocean USA: Creative AOR
    • Canvas Worldwide: Media AOR
    • Ketchum: PR agency partner

Insight Sources: Broadcast, linear, and OTT insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; sponsorship partnership insights by Relo Metrics.