Genesis
Mint Launch
BACKGROUND
Genesis sought to launch its new Mint Concept, the all-electric, luxury car and introduce its new ‘Small Car, Big City’ messaging. The event was reserved for media and select VIP influencers – fans could tune in virtually via livestream.
CHALLENGE
Genesis sought to launch its new Mint Concept, the all-electric, luxury car and introduce its new ‘Small Car, Big City’ messaging. The event was reserved for media and select VIP influencers – fans could tune in virtually via livestream.
STRATEGY
INVNT provided strategic and creative insight, while managing all production for the exclusive experience. New York’s ultra-premium Hudson Yards brought Genesis’ premium lifestyle and design-led brand pillars to light – the first official event to be held at the site. The launch featured live 3 music performances, 75 dancers, models showcasing the fashions of Prabal Gurung and of course the Genesis Mint Concept, ensuring guests had a front row seat to the global debut of the new vehicle. The launch represented a partnership with digital agency, VAST, INVNT’s branded content team, HEVĒ, and Condé Nast title Vogue, who orchestrated the runway show.
IMPACT
The event was an immense success, attracting 250+ VIP guests. Its live stream saw over 450K+ views on Twitter and more than 75 articles covered the launch including Architectural Digest, Drive and The New York Times who described it as “one of the hottest tickets in town”.
