NEW YORK, NEW LUXE
NEW YORK, NEW LUXE
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At the crowded New York International Auto Show, every luxury auto brand has a shiny object competing for attention. With one week and one chance, we knew we had to reveal our first-ever Genesis Magma Performance Lineup and Neolun Concept Car in a way that our competitors wouldn’t. So we built a social campaign inspired by the energy of NYC. From tapping street-style creators to turning iconic NYC landmarks Magma Orange, we thought outside the convention center to keep our community engaged. Our week of bespoke content out-performed our benchmarks and cut through the clutter.
Most brands stick to a tried-and-true formula for auto show reveals, with predictable stills and video derived from the showroom floor. We thought outside the convention center walls. From leveraging exciting NYC creators to crafting videos featuring iconic locations, New York, New Luxe took our concept cars to the streets. The social content leaned into trending edit transitions, iconic NYC landmarks, sound design and platform behavior to get enthusiast’s attention – and to keep their attention for the duration of the New York International Auto Show.
New York, New Luxe defied the traditional auto show formula, with a social campaign that invited fans to experience our concept vehicles in unexpected ways, right from their phones. We even crafted edits that magically transported our concept cars into the streets of Manhattan – without those cars ever leaving the showroom floor. In total, the campaign included over 60 social posts across all Genesis social channels, for a sweeping social takeover.
