Santa Monica, Calif., Feb. 4, 2010 - A fully integrated national advertising campaign for the launch of the all-new Acura ZDX began on Feb. 1. The strategy developed by Acura's agency of record, rp&, a division of RPA, celebrates Acura's advanced coupe concept, the first from Acura's new design studio.
The campaign builds on the momentum used to produce the all-new ZDX. Designers, given absolute freedom, collaborated with engineers every step of the way to ensure that the finished vehicle stayed true to the original sketches. Their passion, commitment and inspiration are thematically reflected throughout the campaign.
"As the first car conceived at the new Acura Design Studio, the ZDX presented a unique opportunity to rethink how the creation of a vehicle progresses from lines on paper to finished product," said Susie Rossick, Acura Advertising Manager. "Our goal is for this campaign to position the ZDX as the most refined Acura yet and to set the tone for all Acura vehicles to come."
One 30-second spot, "Exclamation," will be featured in high-profile network cable and sports programming, including in-game commercials during the Super Bowl in select markets. The spot will also run in Landmark and Art House Theatres throughout the country during February. As part of the media buy, Ovation TV's Designer People created a 30-minute episode featuring the ZDX designers.
To capture the attention of luxury consumers who actively seek and accept new ideas and have their own perspective on beauty and art, the campaign uses a variety of nontraditional and experiential approaches while communicating the mystery and artistry of the all-new ZDX. For example, in addition to three traditional print spreads that appear in a variety of very targeted publications, a unique print execution, "Zig Zag," features ad copy running through consecutive pages of editorial, ultimately revealing the ZDX.
An airport campaign includes ZDX dioramas in some of the busiest airports in the country. In addition, a first-of-its-kind art installation that plays with visual perspective will be placed in airports across the country.
Online strategies, including more than 10 different homepage roadblocks and a half-day Yahoo takeover, will help to build intrigue for the all-new ZDX online and reach high-income consumers. Several homepages will feature push-down units where the masthead of the publication is reflected as a mirror image in the ZDX's panoramic glass roof.
On the Wall Street Journal online, users will receive free subscriber content for one day, compliments of Acura. High-impact homepage units will also be featured.
To further engage the luxury-minded target during the months of February through April, ZDX launch parties are being coordinated in seven top-tier cities. These parties are designed to showcase the distinctive artistry of the vehicle and allow guests to intimately experience the ZDX firsthand.
TV Credits Title: "Exclamation" Client: Acura First Airdate: 1/2/2010 Agency: rp& RPA/Chief Creative Officer: David Smith Creative Director: John Hage Head of Art: Phillip Squier Executive Producer: Jack Epsteen Production Company: Park Pictures Director: Lance Acord DP: Lance Acord Executive Producer: Mary Ann Marino Line Producer: Caroline Kousidonis Editorial Company: Rock Paper Scissors Editor: Angus Wall Colorist: Stefan Sonnenfeld (CO3) VFX Company: A52 2D Artists: Federico Saccone, Stefan Gaillot Graphics: Brand New School Creative Director: Jens Gehlhaar Executive Producer: Ned Brown Art Director: Ludovic Schorno Designer: Mark Kulakoff, Andy Bernet, Paul Lee, Ryan Zunkley Animator: Sam Sparks, Cameron Walser, Mark Kim, David Silvers Producer: Darren Jaffe Music: Pa' Bailar by Bajofondo Interactive Credits RPA/Chief Creative Officer: David Smith Creative Director: John Hage Head of Art: Phillip Squier Art Director: Brian Hall Copywriter: Jon King, Jeremiah Follett Technologist/Flash: Howard Einbender and John Waters Project Manager: Elizabeth Goldstein Brochure Credits RPA/Chief Creative Officer: David Smith Creative Director: John Hage Head of Art: Phillip Squier Art Director: Dan Nguyen Copywriter: Jon King Photographer: John Midgley Production: Lillian Lisa Print Credits ("Not New," "Concept" and "Zig Zag") RPA/Chief Creative Officer: David Smith Creative Director/Copywriter: John Hage Head of Art: Phillip Squier Photographer: John Midgley Production: Shirley Tuber Print Credits ("Middle") RPA/Chief Creative Officer: David Smith Creative Director: John Hage Head of Art: Phillip Squier Art Director: Adam Groves Copywriter: Zac Ryder Photographer: John Midgley Production: Lillian Lisa Airport Diorama Credits RPA/Chief Creative Officer: David Smith Creative Director: John Hage Head of Art: Phillip Squier Art Director: Dan Nguyen, Brian Hall Copywriter: Jon King, Jeremiah Follett Photographer: Christian Stoll Production: Shirley Tuber
About the ZDX The all-new 2010 Acura ZDX features dramatic styling, outstanding performance and the latest in advanced technology. The segment-bending ZDX has stunning coupe-like styling with the added benefit of a commanding presence and flexible utility. The ZDX is powered by a 3.7-liter VTEC® V-6 that generates 300 horsepower and 270 lb-ft of torque. Standard on the ZDX is Acura's exclusive Super Handling All-Wheel Drive™ (SH-AWD®) system that provides outstanding handling as well as excellent all-season capability.
About rp& rp& is a full-service marketing communications division of RPA headquartered in Santa Monica, Calif. Established in 2008, rp& has been responsible for the development of all Acura National, Regional, Online, Direct Mail and Event Marketing communications. Over the past 18 months, rp& has earned several industry accolades, including a Belding Bowl from Think LA as well as being shortlisted during the 2009 Cannes International Advertising Festival. For more information, visit http://www.rpa.com.