Bringing meaningful luxury to sponsorship activation.

Activating Genesis' title sponsorship of the Scottish Open to launch the luxury automotive in Europe.

Our challenge: Rethink tradition.

In the first year of a five-year relationship, Genesis - an automotive new to the UK market - needed to use its title sponsorship of the Scottish Open to drive both awareness and understanding of the brand. A fresh sponsorship activation approach that would bring to life the brand’s luxury credentials as well as the distinctly Korean ethos of ‘Son Nim’ - treating people like guests in your own home.

Strategic Spark: A cultural blend.

The balance and tension between two distinct, proud and inviting cultures provided a strong creative springboard from which to express the idea of ‘Son Nim’ in action. If Scotland was the home of golf, then the Genesis Scottish Open would become the ‘Home of Luxury’ - the ultimate hospitality experience, and a golf event like no other.

Our Solution: The Home of Luxury.

At the heart of the campaign was an unrivalled hospitality experience. From invite to arrival, guests were made to feel ‘Son Nim’ in action. Spanning our Genesis Lounge clubhouse experience to bespoke, unforgettable curated local day-trips and Michelin-starred food balancing the best of both Korean and Scottish cuisines. Even on-course vehicle display was designed to provide a harmonious and respectful connection with nature.