Genesis Scottish Open
Blending cultures to help reimagine sponsorship activation
Venue
The Renaissance Club
Location
United Kingdom
Event Type
Sponsorship Activation
Activating Genesis' title sponsorship of the Scottish Open to launch the luxury automotive in Europe.
( 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.
( 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.
An integrated sponsorship campaign
An integrated sponsorship campaign
Reaching consumers, B2B partners, influencers and broadcast across Europe.
( Results )
1500+ hours of broadcast
70,000 international guests
400 VVIPs
100+ onsite media
“Wonder went above and beyond what would be expected and were critical in delivering a complex event with many moving parts in a matter of a few months. I would recommend Wonder very highly if you were looking for a progressive, creative, and super professional event agency.”
( European Head of Marketing, Genesis )