How we used Goodwood Festival of Speed to build community and drive interest amongst automotive fans for Genesis Europe.
The Challenge
Genesis is a luxury automotive brand with its roots in South Korea, first arriving in Europe in 2021. The brand has established a reputation for pairing innovative design and technology with a premium customer experience across the UK, Germany, and Switzerland.
As part of building their brand recognition in Europe, Genesis has consistently been present at the prestigious Goodwood Festival of Speed, the iconic British car show. In 2024, their presence at the festival was even more ambitious, with a redesigned brand space and the debut of the new high-performance Magma rang. As Genesis’ social and content partner, we took charge of creating an extraordinary online and offline experience at the event, aiming to further build a community around the brand.
The Insight
Given Genesis's relatively new status in the European automotive market and the presence of numerous car brands at Goodwood, it was crucial to make a statement at the event and ensure our social content stood out amid a sea of automotive updates from the weekend. To lend credibility and impact to Genesis’ presence, we knew we had to partner with established automotive creators to create content that resonated with both online audiences and festival visitors.
The Solution
Building a community was one of our main goals. We addressed this by focusing on two things. Firstly, by collaborating with partners in the automotive space to build trust and credibility. Working with celebrity guests like Genesis’ brand partner and racing legend Jacky Ickx, and automotive influencer Sam Fane from Seen Through Glass, our content brought the Goodwood experience to life in all its glory, reaching a highly engaged community around motorsports.
Secondly, we focused on creating experiences for our guests. Providing a bespoke luxury experience for the winners of our Instagram competition and organising two pop-up podcasts live from the Genesis stand enabled us to cater to car fanatics with the ultimate goal of converting them into Genesis fans.
All this was supported by a strong team of content creators, influencer hosts, and on-site editors dedicated to capturing event happenings as they unfolded, creating eye-catching pieces that showcased the vibrant colours and performance of the iconic Magma programme, and publishing the content to our wider audience in real time. This approach crafted a storytelling experience that could be consumed both online and offline.
The Impact
The results – nothing short of the biggest Goodwood for Genesis ever! Alongside glowing feedback from fans, influencers and clients, our content across Genesis Europe’s Social channels resulted in:
20.1M impressions
71 pieces of content
326K engagements
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