Advertising Campaign for the All-New Acura RDX Appeals to Technologically Savvy, Sophisticated Consumers

August 7, 2006

by
RPA

Santa Monica, Calif., August 7, 2006 — A fully integrated national advertising campaign for the all-new Acura RDX begins August 7. The strategy for the campaign developed by RPA, the largest independent advertising agency based on the West Coast, is to treat the Acura RDX as the ultimate object of high-tech, advanced living.

The advertising targets urban dwellers not satisfied with conventional thinking and seeking new and unique experiences. Living a 24/7 lifestyle, they like to discover new places for art, music and entertainment. Rather than follow trends, this consumer likes to be associated with brands that are leading the trends. They see technology as the new status symbol and use it as a tool to help control and enrich their busy lifestyles. Embodying this way of life, the all-new Acura RDX has the latest high-tech equipment including Acura's first production turbocharged engine, Super Handling All Wheel Drive™, real-time traffic, an MP3 auxiliary jack and Bluetooth® compatibility.

"The RDX was designed for savvy, urban consumers who want the best life has to offer," said Susie Rossick, Acura Advertising Manager, "and we want to appeal to those consumers in a unique and compelling way."

Television, done entirely in computer-generated animation by Digital Domain, will include a unique combination of :30 and :15 spots, as well as back-to-back :15 spots directed by Mark Romanek, an award-winning music video and feature film director. Spots will air on top-rated programs such as Lost and college football. One of the spots will run on movie-theater screens across the nation in August. The first print ads will appear in a variety of magazines, from broad-reach publications (Wired, Sports Illustrated, Time) to targeted publications (Paper, Paste, Seed). Outdoor ads will also appear in 12 markets, as well as phone kiosks in New York, New York.

Acura RDX

Innovative tactics will support the campaign:

  • Image Tag Campaign: Acura will be one of the first U.S. marketers to utilize image recognition software and mobile phone technology to introduce a new product. Beginning on August 15, users can take a photo of the RDX in the print advertising with their mobile phone, e-mail it to win@acura.com and receive a message explaining how to get the TurboMix compact disc, containing tracks from premier electronic artists. Users can also enter into a sweepstakes to win one of five all-expense-paid trips to Los Angeles.
  • Turbobash: Regional marketing will promote Turbobash events, which engage and reconnect dealers with customers.
  • Technocharged Acura RDX Tour: Acura will join forces with ABC to host parties in 6 markets. Wired magazine and XM® Satellite Radio will participate by showcasing the latest high-tech toys and equipment along with the RDX. As part of the overall marketing mix, the RDX will be promoted on ABC's Supersign in New York's Times Square. This board will feature information about the RDX and will run the RDX commercials in high definition on the 585-square-foot Sony JumboTron®.
  • NPR Podcasts: Acura is the automotive sponsor of NPR podcasting and will continue to support free downloads during the launch of the RDX.
  • Gen Art: The leading arts and entertainment organization, Gen Art, attracts urban dwellers and will feature the RDX at movie premieres, fashion shows and multimedia events.

Creative Directors: Mark Erwin and Pat Mendelson Art Director: Brandon Levin Copywriter: Daniel Elmslie Producer: Shelley Eisner

About the Acura RDX As Acura's first entry premium SUV, the all-new RDX combines the responsiveness of Acura's first-ever turbocharged engine, delivering on-demand powerful acceleration and the agile control of Super Handling All-Wheel Drive™ (SH-AWD™). With virtually no turbo lag, the innovative Variable Flow Turbo design keeps impeller speed high even at low engine speeds. The RDX puts state-of-the-art communications, navigation and audio entertainment technologies at the driver's fingertips. True to form for Acura, the RDX incorporates a class-leading array of sophisticated electronic safety technologies based on the fundamentals of Acura's "Safety Through Innovation" initiative.

About RPA RPA, headquartered in Santa Monica, Calif., is the largest independent advertising agency based on the West Coast, with more than $1 billion in billings. RPA builds momentum for brands by offering its clients truly integrated campaigns that resonate throughout its disciplines, which include traditional advertising, media planning and buying, online, direct and event marketing. For more information, visit http://www.rpa.com.