CASE RELEVANCE A clear method and a comprehensive solution to rejuvenate a dated brand. THE CHALLENGE In 2006 Acura turned twenty years old. While Acura enjoyed great sales success as the number one luxury car manufacturer, the brand lacked the emotional appeal and recognition of other luxury competitors. The challenge in 2006 was to make Acura exciting again. THE STRATEGY Establish unique territory for Acura to call its own. Many luxury auto marketers claim prestige and performance as their defining attributes. Acura was going to redefine the parameters of the game by adding a new field of competition: advanced technology. The car of tomorrow will be something more than a beautiful machine that moves quickly, the vehicle itself will make your life more productive and more thrilling, if you allow it. Acura is that exciting car of tomorrow.

THE SOLUTION Relaunch the brand with an entirely new, entirely exciting character through broadcast TV and radio, intriguing dealership sales materials, and the most technically advanced on-line presence of any auto marketer. Show luxury car buyers and every possible point of contact that Acura is a car worthy of their consideration. RESULTS Campaign launched in October 2006.