After two years of a successful partnership between Genesis and Al-Hilal, both brands aimed to elevate their collaboration with a more innovative and creative activation. The player car handover was chosen as the perfect moment to merge the elegant motion of Genesis vehicles with the refined artistry of football.
In this Success Story:
Challenge
Traditionally, car handovers have been perceived as static and documentary in nature, often lacking in creative execution and failing to fully leverage the potential of such partnership activations.
With their upcoming car handover, Genesis Wallan and Al-Hilal sought to break that mould. Their goal was to approach the event with greater creativity and refinement, elevating not only the presentation of the cars and the brand image but also the overall storytelling. Central to the concept was the involvement of the players themselves, whose prominence and authentic presence in the vehicles became a key foundation of the project.
Solution
To meet the challenge, SPORTFIVE collaborated closely with Genesis to craft a social campaign rooted in storytelling and creative finesse, delighting the client on-site.
The concept, Moving in Elegance, was inspired by the sleek design of Genesis vehicles and the brand’s refined image. To connect this elegance with football, we drew parallels between the fluid motion of the cars and the graceful movement of the ball, players, and fans. The aim was to capture genuine player emotion while integrating the cars as both a narrative and commercial element.
A cinematic film and photo shoot were the core of the campaign, blending players seamlessly with the new model. The car’s journey, from a dealership reveal to a night drive through Riyadh and a final arrival at the club, was brought to life through stunning visuals.
Shot over two days in Saudi Arabia’s capital, the production used both day and night settings to achieve a rich, authentic atmosphere and fully showcase the car’s elegance.
Football is all about emotions. That's why creative activations must also aim to awake them. In this case, we managed to activate a brand together with a football club in an exciting way off the pitch with storytelling and creative craftmanship.
Oliver Knoch, Senior Creative Manager - SPORTFIVE
500 K
Video impressions
160 X
Increase in average impressions on Genesis Wallan's Instagram account
115 K
Likes on player-specific posts
Results
The result was the optimal use of strategic partnerships, demonstrating their powerful ability to expand reach and build a dynamic, positive brand image simultaneously.
By adding a creative twist to a standard partnership event and delivering real value, the collaboration inspired both the Genesis brand and Al Hilal Club, highlighting the untapped potential within football partnerships.
The video’s success prompted the Genesis MENA office to co-publish the Reel on their Instagram account, alongside Al Hilal, whose contributions helped drive strong impression numbers and broaden the campaign’s impact.
