Acura Launches Brand Campaign: "The most innovative thinking you'll find, you'll find in an Acura."

March 15, 2010

by
rp&

Santa Monica, Calif., March 15, 2010 – A fully integrated national Acura brand campaign began Jan. 10, when the first of eleven spots began airing on TV. The strategy developed by Acura's agency of record, rp&, a division of RPA, is designed to help increase awareness and opinion for the brand by demonstrating Acura's passion and engineering through each of its vehicles.

All advertising elements, including TV, print and online, communicate a unified message and highlights innovations found in Acura core vehicles, featuring the copy: "The most innovative thinking you'll find, you'll find in an Acura."

"This extensive multiplatform national and regional brand campaign relies on cohesive messaging to articulate the Acura way of doing things, in contrast to the conventional way of doing things," said Susie Rossick, manager of Acura National Advertising.

All brand spots take place in a gallery-like room, the "Acura Gallery." Four 30-second spots individually spotlight the MDX, TSX, TL and ZDX.

  • "Oil" describes Acura's Active Damper System.
  • "Shockwave" explains Acura's revolutionary ACE™ body structure.
  • "Road" illustrates Acura's Super Handling All-Wheel Drive.™
  • "Engine Parts" showcases Acura's Active Sound Control.

Five 15-second spots geared toward in-market luxury customers feature the MDX, TSX and TL. And two additional 30-second spots allow for a lease tag.

Four brand print spreads are running in a variety of top-tier consumer publications including Men's Health, Motor Trend, National Geographic Traveler, Popular Science, Sunset and others.

All online brand media will drive a new section on acura.com, "Innovations." This exploratory section allows users to experience the innovative technologies that Acura has to offer.

Brand online sponsorships included Olympic Photo Sponsorship on Si.com, Fandango "Awards Watch" Sponsorship, USA Today homepage launch pad and branded canvas on ABC, NBC, Hulu, Fox and CBS.

About Acura Acura offers a full line of technologically advanced performance luxury vehicles through a network of 270 dealers within the United States. The 2010 Acura lineup features six distinctive models including the RL luxury performance sedan, the TL performance luxury sedan, the TSX sports sedan, the turbocharged RDX luxury crossover SUV, the award-winning MDX luxury sport utility vehicle and the all-new ZDX four-door sports coupe.

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. For more information, visit http://www.rpa.com.