The Genesis Lifestyle Video

[Electrode]

Impression: Doctor is smart and understands engineering. He can afford a Porsche, but puts friends above status seeking.

 

[GenesisYEG]

I didn't have any problem with the video. However, I wonder why the "doctor" has his machine wound up to 5000 RPM's as seen on the tach? 70 KPH or about 44 MPH in Sport mode and with "launch control". Does my '18 G80 Sport have launch control?

He's actually a doctor.

G70 has launch control but G80 Sport doesn't. At 70 kph the car is in 2nd gear and is accelerating hard from Launch Control!

 

[EdP]

GV80 release is when we will do the "soccer mom" video.

That makes sense. The clip shown is more for a G90 crowd, IMO. I see three target areas for the 70, 80, 90 right now and the SUV later. There is always overlap of course.

You have to be careful with lifestyle type things. If I watch it and figure I don't fit into that crowd I may never visit the showroom.

 

[EdP]

I can’t say I am surprised with the reaction. One scene that’s about 6 sec has a group of business men in ties. That’s too much? Everyone here expects the marketing to mirror the enthusiast persona that is on this board. I said it before when Sal asked what kind folks wanted to see in an ad. They hated my suggestions as too touchy geeky but that is exactly what has come to pass. Sorry to break it to you but theventhusiast is not the demographic that Genesis is marketing to.

I watched it again. Parts are OK, others not so much. After a hard day at the hospital he chooses to "relax" with a bunch of stuffed shirts and have champagne. The ideal is to show that "I can be just like him and drive a Genesis" but while that may appeal to some, it does not to me. Glass of wine in a casual setting is more my style.

 

[KDX]

That's a good video. Don't do a video with me as I'm more of a redneck who happens to like nice cars.

 

[GenesisYEG]

That makes sense. The clip shown is more for a G90 crowd, IMO. I see three target areas for the 70, 80, 90 right now and the SUV later. There is always overlap of course.

You have to be careful with lifestyle type things. If I watch it and figure I don't fit into that crowd I may never visit the showroom.

You can never please every single demographic otherwise the video would be very unfocused and unappealing -- what appeals to you may not appeal to others and vice versa. As you mentioned, there is overlap -- I have clients from numerous age ranges (20-60+) and income brackets (average to multi-millionaires) that have purchased G70s. That also doesn't preclude us from ever creating videos that have different target groups -- we have several brand ambassadors that cover a wide demographic. This is only the start. With that said, there image is extremely important to any luxury brand, period. I'm sure we all like cars from brands such as Ferrari and Porsche but I don't get discouraged or offended when they have a video that showcases a type of owner of those vehicles.

The whole point of the Doctor in this video is that he is a man that has accomplished a lot and owns other high end cars from other high end brands (e.g. McLaren, Porsche) but he also owns a Genesis vehicle, implying it is every bit as legit of a luxury vehicle as those from other brands.

 

[JayceM]

Why does the doctor have to be douchey? As a doctor, young one might I add (29), I can see the appeal of this ad. It would have appealed to me even if it wasn't a doctor though so Iong as it was a young professional. I've not been practicing long enough for the McLaren or Porsche though lol. Most of the other doctors that I associate with that are around my age prefer the sporty type and not a G90 type vehicle. I personally wouldn't even consider a G90. I do see vehicles like that driven by the older physicians though. I'm also in the generation that uses Twitter, as well. Go figure. I wouldn't be surprised if a sporty luxury sedan with a good value would be marketed more to that age group than some of the other age groups. It just makes sense. This was a well done ad in my opinion.

 

[TOGuy242]

Marketing is always aspirational, when you see Sandals advertising you don't see a bunch of hairy backed guys with a beer belly sitting by the pool ... which is the reality of the customer base.

I liked it as a ‘Lifestyle’ promo ... other than thinking “ok who shaves AFTER putting on a dress shirt”??

 

[edyago]

Heh, it's always the lifestyle I aspired to, to be honest.

Though at 29, I don't think I'll ever end up being that. 3 cars are a '15 TLX, '16.5 CX-5, and the G70. One fancy suit that I never wear in favor of old jeans and not much of an education, soon a townhouse in Surrey.

I feel like I lower the 'image' of Genesis.

 

[mochicat]

The only part of the clip that interested me was :50-:51..

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[Buckdes]

Heh, it's always the lifestyle I aspired to, to be honest.

Though at 29, I don't think I'll ever end up being that. 3 cars are a '15 TLX, '16.5 CX-5, and the G70. One fancy suit that I never wear in favor of old jeans and not much of an education, soon a townhouse in Surrey.

I feel like I lower the 'image' of Genesis.

Lol dont be so hard on yourself haha, the beauty of Genesis is i think it fits in with the big 3 with equal sport/luxury and i really do like the ad video, i would have added 20 seconds more of the doctor letting loose on the streets during the nightime similar to something from The Fast and Furious to show that this car has a mean side as well.

After driving the car for a couple months i find myself driving a little more in comfort mode and enjoying a smooth, quiet ride with a nice roomy cabin and then when i finally let my wife have the keys on the weekend she puts the car in sport and rips it up lol

 

[Starflyer]

Relax, it's just a video. I don't remember ANY Lexis, Infinity, Mercedes, Audi, Acura or any other so-called near or luxury vehicle being advertised to a rowdy, beer drinking crowd. The only negative thoughts I have about the video is that it's 1 minute long and missing at least 30 seconds of seeing the car in action. The thrust of the ad is "Hey, I'm a new car that you may never have heard about (GENESIS) and I'm at least equal or better than others in my market niche! Check me out...

 

[GenesisYEG]

It's posted in the G90 forum but here is a video our real estate partners did for us that primarily features the G90. What do you think of this one?

 

[EdP]

It's posted in the G90 forum but here is a video our real estate partners did for us that primarily features the G90. What do you think of this one?

I like this one much better than the other. You can also condense this to a 1 minute TV commercial. Classy, not pretentious.

 

[kmooney4]

@GenesisYEG - liked the video a lot. The only thing I found a little "cheesy" was the fact that he stood and looked at the other cars in the garage, smiled and nodded, and drove the Genesis away... otherwise, I thought it was low-key and portrayed the elegance of the brand.

Now you have to do a video that shows rednecks drinking and smoking the tires to show the performance side of things LOL

 

[surprisinguy]

uh oh, i dont think i'll fit in

 

[Alfer]

It's posted in the G90 forum but here is a video our real estate partners did for us that primarily features the G90. What do you think of this one?

I lost interest after the overly long opening where we have to watch a tour of an empty house. And for the love of God, enough with the non-stop fast forward, fast cut, slow mo...fast motion...slow motion, jump cuts. It got old after first 30 seconds. Agree that it needed to be no more a minute. This mini movie didn't entice me to get a Genesis at all. Matter of fact, it was hard to even tell that was their goal.

 

[PMCErnie]

It's posted in the G90 forum but here is a video our real estate partners did for us that primarily features the G90. What do you think of this one?

These guys need to get out, hang with some gals, and enjoy life.

 

[devellis]

Turn down the music! One thing that I think is distracting in a lot of ads, and in the G90 video, is that the music is too prominent. Music should support the visual images, not overpower them. It's analogous to fragrance. When a woman wears perfume or a guy wears some sort of cologne, the impression they should shoot for is that they smell nice, not that their fragrance does. It should be subliminal. Same with a sound track. You want the music to create a mood but you don't want the viewer to be primarily a listener unless there's a narrative. The focus should be on the visuals with the music almost subliminally supporting the mood and atmosphere the producers want to create.

There's actual research on how background conditions influence our perceptions and how an awareness of those conditions matter. Let me share a little bit of science related to contextual influence:

For example, a group of researchers did a study that involved randomly dialing to different area codes that had specific weather conditions at the time the calls were placed. Later, the same area codes were called when the weather had changed (so, places that were called previously on a rainy day were now called when the weather was beautiful and vice versa). Asa a result, for every location some people got calls on gloomy, rainy days and others on sunny days. People were asked questions about how they perceived the quality of their lives. People who were called when their local weather was sunny viewed their lives more positively than those who were called when it was rainy. But (and this is the relevant point), if they were asked, "how's the weather there today" at the beginning of the call, the weather was no longer associated with how they perceived their lives. When their attention was drawn to an external factor that could influence their moods --their local weather conditions -- they essentially (and unconsciously) recalibrated their perceptions to account for that fact.

Likewise with things like fragrance or mood music. If they're too obvious, people attribute their reactions to their presence rather than to whatever else is going on (like the person wearing the fragrance or the content of a video). When they're subtle, mood is influenced but people are more likely to attribute that influence to the person or video content than to the fragrance or music. So, the best use of fragrance is when people don't consciously notice that someone is wearing it but just find the wearer more appealing and the best use of background music is, similarly, when it reinforces the visual content without bursting into the viewer's awareness and becoming the focus of their attention. The exception -- an entirely different strategy -- is when a jingle is so catchy that it becomes a meme in its own right. Then, people go around singing the jingle and when people hear it they think of the product. But nobody is going to go around whistling or humming the music in that G90 video. And people who especially like it (count me out) will likely focus more on the music and less on the content of the video.

If you ask people how much they like a video, they may well like it better if it has prominent music they enjoy. But I'll bet they remember more about the content of the video and any products it presented if the music is a lot more subtle. And I also bet that subtle music will yield better results than no music. So subtle is the key. By subtle, I mean not too familiar and not too loud. Play my favorite song over a video and, unless the content relates closely to that song, I'm likely to enjoy the music while not paying much attention to the visuals.

 

[GenesisYEG]

@GenesisYEG - liked the video a lot. The only thing I found a little "cheesy" was the fact that he stood and looked at the other cars in the garage, smiled and nodded, and drove the Genesis away... otherwise, I thought it was low-key and portrayed the elegance of the brand.

Now you have to do a video that shows rednecks drinking and smoking the tires to show the performance side of things LOL

It's because the McLaren was blocked by a Porsche and an Aston Martin and he didn't want to move two cars just to drive one.

Thanks for the feedback. We plan on doing performance videos once we can secure time at a track.