Introduction to Acura’s New Campaign
Acura has launched a brand new campaign called "Break the Silence" to advertise its 2021 TLX sport sedan. The campaign incorporates a 60-second ad shot within the variety of a Nineteen Twenties silent film, set to the song "It’s Oh So Quiet" by Betty Hutton. The ad will air during NFL and NBA games, network cable, and video-on-demand (VOD) services, and may even be available in Spanish, Cantonese, and Mandarin.
The Multichannel Campaign
The "Break the Silence" campaign is a multichannel effort that features traditional TV, streaming TV and audio, social media, and mobile-first AR activations. This approach reflects the present fragmented media landscape, where consumers are accessing content through various platforms. The campaign goals to achieve a large audience of consumers across different age groups, including younger adults who’re more likely to have interaction with digital content.
Targeting a Wide Audience
Acura is using dynamic audio insertions to focus on general market and Hispanic audiences who hearken to streaming platforms similar to iHeartRadio, Pandora, SoundCloud, and Amazon. The company can also be running takeovers and editorial sponsorships on web sites similar to the Huffington Post and Verizon Media’s TechCrunch and Yahoo sites. By targeting different demographics and age groups, Acura hopes to extend brand awareness and reach potential automotive buyers.
Engaging with Augmented Reality
As a part of the campaign, Acura has launched an augmented reality (AR) driving game called "Inside Track" that enables smartphone users to challenge friends to a race through several 3D virtual courses. The game is designed to have interaction younger consumers and supply an immersive brand experience. Acura has also partnered with Verizon on an AR activation, with immersive media appearing across multiple platforms.
Reaching Younger Adults
The digital campaign includes audio streaming, web sites, and social media, that are popular amongst younger adults. According to a study by Edison Research and Triton, 86% of individuals ages 12-34 within the U.S. have listened to online audio previously month, making it an efficient strategy to reach this demographic. By using platforms similar to iHeartRadio, Pandora, SoundCloud, and Amazon, Acura can reach a large audience of listeners on smartphones and smart speakers.
Conclusion
Acura’s "Break the Silence" campaign is a comprehensive effort to advertise the 2021 TLX sport sedan and reach a large audience of consumers. By using a combination of traditional and digital media, including AR activations, Acura is ready to have interaction with younger adults and increase brand awareness. The campaign’s success will rely upon its ability to chop through the noise and resonate with potential automotive buyers, nevertheless it is evident that Acura is committed to using revolutionary marketing strategies to advertise its brand and products.
