Sector Specific Event of the Year - Winner
Genesis sought to provide guests with a sneak peek into its new Mint Concept, the all-electric, luxury car for the city, generate buzz and earned media around the new vehicle, and introduce its “Small Car, Big City” messaging leading into the New York International Auto Show, which took place in the same week in April 2019.
The event was reserved for media and select VIP influencers, and the brand wanted to enable consumers to tune in via livestream. This meant high-quality content capture, production and distribution was essential.
Additionally, Genesis wanted the event to highlight its relationship with luxury lifestyle and design-led thinking, by creating brand associations that would bring these important pillars to light. The brand also sought to raise brand awareness in the New York and US markets generally.
As part of the strategic process, INVNT recognised that strong partnerships with experts in their fields were key, and decided to bring their very own Emmy-award winning content studio, HEVĒ on board to create content for the experience, partnered with content platform VAST to distribute it, and Genesis’ ad agency INNOCEAN to oversee the live stream, who also oversaw the wider campaign. It was this approach that ensured the event went off without a hitch.
INVNT faced multiple challenges working with a new client to execute an exclusive launch within a tight timeframe at a brand new property, in one of the world’s fastest-moving cities. Given the event took place in April – a time of year when the weather is often unpredictable – and was held outside, it was essential that INVNT developed a robust ‘wet weather’ contingency plan.
INVNT provided strategic and creative insight, while managing all production for the exclusive experience. In order to bring the Genesis premium lifestyle and design-led thinking brand pillars to light, they created an experience at New York’s ultra-premium Hudson Yards development, home to the city’s newest, now world-famous landmark, the Vessel – making it the first official event to be held at the site.
“Excellent collaboration across teams. Unique location and innovative use of the Vessel and Hudson Yards. Great design.”
“Outstanding campaign. Great concepts and well executed. The combination of fashion and music, with the NYC backdrop was great for the Mint brand.”
“First thoughts… Wow! Absolutely loved how they incorporated music, dance and fashion within a product launch. To see a fashion show that isn't just about the clothes was spectacular and great to see the 'two worlds' colliding.”
“It must have been challenging holding an event at that location, considering how new it is, so super impressed that this was seamless.”