The auto show is a crowded time for the auto enthusiast's social feed, with every car brand chiming in with their new model updates and concept car reveals.
Our challenge is to break through the sea of auto show sameness and explore new ways to highlight our auto show presence. Our goal was to build awareness of Genesis and drive conversation among our social audience.
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.
Most brands stick to a tried-and-true formula for the 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 enthusiasts’ 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 30 social videos.
The campaign received 2X higher engagement across social platforms, 92% net sentiment, and dominated the competitive set with 70% SOV at the 2024 New York International Auto Show.
