Situation: In the fall of 2018, when Americans heard the word “Genesis,” they thought of the 80s pop-band fronted by Phil Collins – not the three-year old luxury automotive brand that was winning over the critics.

Brief: Hyundai – the Genesis parent company – had a pre-existing relationship with the NFL; the most recognized sport in the world with the most passionate fans. Our mission was to leverage this partnership to generate awareness for the Genesis "Luxury Automobile" Brand.

Objective: Double the unaided-Brand Awareness of the Genesis Luxury Vehicle Brand in the United States.

The Question: “If there’s a music-driven halftime spectacle at the Super Bowl, why can’t that cultural moment take place every week of the NFL season?" gave rise to the following audacious concept:

Produce 17 halftime shows – one every week for each Monday Night Football Game – featuring some of the most talented musical acts in the world… and then air them during the LIVE broadcast each Monday Night Football Game to 29M+ ESPN viewers.

Charged with increasing brand awareness for Genesis, we partnered with ESPN to conceive and produce an audacious new content approach intended to place the "Official Luxury Vehicle of the NFL" in front of the network's high-value, target-rich demographic.

Implementation: Working seamlessly with the League, Network, Artists and their managers, the Genesis brand delivered 35+ minutes of original entertainment over the course of the entire 2019 NFL Season. Artists included:

Gwen Stefani

Daughtry

Ciara Harris

The Roots

Bad Bunny

The Chainsmokers

Jessie J

Bush

Lil Yachty

Garbage

Lil Wayne

Good Charlotte

Flo Rida

Boyz II Men

Tori Kelly

Timeline: Produce one halftime show a week, every week, for 16-weeks (plus the double-header the first week).

Placement: Halftime on every Monday Night Football Game on ESPN.

Scale: A broadcast audience of 29,000,000 x 17 Games, and push the content into every social media channel available to reach over a half billion NFL viewers.

Action: The #GenesisHalftimeShow was broadcast to over half a billion ESPN viewers.

Impact: Week after week, each new prime-time performance succeeded in raising the awareness and cache of the Genesis brand, while also sparking millions of impressions and conversations across Facebook, YouTube, Instagram, and Twitter. Now – less than one year later – when consumers hear the word: Genesis - they’re most likely to think of the Brand that makes the 2019 North American Car of the Year™.

Outcome: The #GenesisHalftimeShow was so successful last season that the Brand, League, and Network are planning to produce the whole program again next year, and ESPN has increased the LIVE performance time for the branded content from 2 minutes to 3 minutes per game.