• by Tanya Gazdik , April 12, 2017

NEW YORK — Acura gave two for the money at the New York Auto Show, not only unveiling its new TLX performance luxury sedan, but the marketing campaign to go along with it. 

Themed “What A Ride,” the mobile-first campaign was created entirely using vertical video. The multi-platform effort, from Mullen Lowe, introduces the refreshed and enhanced TLX. It is slated to go on sale at Acura dealerships nationwide in June.

Creative takes viewers on a colorful and unexpected journey filled with fast imagery and thought-provoking language. The campaign is set to hip-hop recording artist and producer Kid Ink's hypnotic anthem, "The Movement." It almost has the sound and feel of a tech-forward video game. 

The 2018 TLX marketing campaign continues the brand's “Precision Crafted Performance” messaging but also aims to broaden the appeal of the TLX to younger buyers by showcasing performance, technology and styling enhancements inside and out.

The campaign features several commercials illustrating the many new aspects of the performance sedan, culminating with the theme: "What a Ride.” The overall brand tagline remains "Precision Crafted Performance," says Ed Beadle, Acura senior manager integrated marketing. 

"While there is a theme for the individual vehicles, we don't want to detract from the overall brand messaging," Beadle tells Marketing Daily.

The spot "Geek + Chic" highlights Acura's approach to performance. "Wild + Things" introduces the sleek TLX A-Spec model alongside the NSX supercar for a high-performance family outing. "Warp + Speed" shows off the TLX's precision handling and superior control and "Force +Field" focuses on active safety and driver-assistive features through both symbolic imagery and unique demonstrations that align with the tryptic story arcs.

With content on digital platforms — largely mobile — set to outpace traditional TV in 2017, Acura's creative approach has evolved based on consumer habits, according to the automaker. The entire "What A Ride" campaign was shot with vertical cameras, leading with social media creative techniques to generate content that is not compromised when translated to mobile. This same content works across horizontal formats, like television, by dividing the screen into three, relying on triptych story arcs and provocative word pairings to express the multi-faceted and dynamic nature of the TLX — and the Acura brand.

Media will focus on raising widespread awareness for the new model, while targeting will drive consideration among TLX's best prospects. Consumers will see TLX across Acura's premium networks in cable and premium environments in online video. Local TV efforts will boost awareness in Acura's key sales markets and among Hispanic consumers. Acura will continue to employ a data-driven approach to reach key shopping prospects by pinpointing in-market households through Addressable TV.

Digital and social efforts surrounding the 2018 TLX will also be targeted to custom shopper profiles on mobile and social. Through immersive opportunities such as Tapad's mobile vertical video, Facebook canvas and carousel ad units, and Snapchat's Snap Ads Web view ad opportunity where users can actually learn more about and engage with the TLX, Acura will have the ability to not only prioritize messaging based on consumers' interests and needs, but also to connect with them in an entirely new way, according to the automaker.