Acura 2018...What A Ride
Acrura 2018 TXL luxury sedan...modern, youthful...precision crafted performance...What A Ride...
Acura's new ad campaign, "What A Ride", is focusing on a visually vertical appearance with the intentions of making it easily transferable to TV and mobile ad formats. By avoiding celebrities and spoken words they allow for easy adjustments to be made to fit different marketing conditions. For example, the focus can be shifted to include all-wheel drive for colder weather climates. In an article in Ad Age Magazine, Ed Beadle, senior manager-integrated marketing at Acura stated, "We also can see what combination performs best over time. Or if we are hearing feedback in terms of other attributes of the car that we may not have predicted, it's very easy for us to cut it and have that option available quickly. If you are relying on the schtick of some heavy talent spot with comedy and plucky one-liners, it's very difficult to try to adjust that messaging."
Vertical visuals make it suitable for both TV and mobile ads. Snapchat, Facebook and Instagram Stories have had a huge influence on creative approaches, as digital advertising accounts for 40% of the campaign spending budget. "When you shoot this way from the beginning, you are already prepared so that you can adapt to any channel that is relevant," said Beadle. "Flexibility is a key strategy for this campaign."
TV ads are set to launch sometime around the end of May and will feature the catchy tune, "The Movement," by Kid Ink. The launch of new ads come on the heals of a declining start to the year in sales due to consumers increasing demand for trucks and SUVs. According to Automotive News, Acura hopes to reverse sale declines of 28.5% in the first three months of 2017. In an interview, Jim Morino of Automotive News, referred to 2016 as a "rough year".
Acura's new ad campaign, "What A Ride", is focusing on a visually vertical appearance with the intentions of making it easily transferable to TV and mobile ad formats. By avoiding celebrities and spoken words they allow for easy adjustments to be made to fit different marketing conditions. For example, the focus can be shifted to include all-wheel drive for colder weather climates. In an article in Ad Age Magazine, Ed Beadle, senior manager-integrated marketing at Acura stated, "We also can see what combination performs best over time. Or if we are hearing feedback in terms of other attributes of the car that we may not have predicted, it's very easy for us to cut it and have that option available quickly. If you are relying on the schtick of some heavy talent spot with comedy and plucky one-liners, it's very difficult to try to adjust that messaging."
Vertical visuals make it suitable for both TV and mobile ads. Snapchat, Facebook and Instagram Stories have had a huge influence on creative approaches, as digital advertising accounts for 40% of the campaign spending budget. "When you shoot this way from the beginning, you are already prepared so that you can adapt to any channel that is relevant," said Beadle. "Flexibility is a key strategy for this campaign."
TV ads are set to launch sometime around the end of May and will feature the catchy tune, "The Movement," by Kid Ink. The launch of new ads come on the heals of a declining start to the year in sales due to consumers increasing demand for trucks and SUVs. According to Automotive News, Acura hopes to reverse sale declines of 28.5% in the first three months of 2017. In an interview, Jim Morino of Automotive News, referred to 2016 as a "rough year".
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