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.
Innovative tactics will support the campaign:
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.