Business Magazine

Acura Tweaks Content Mix to Fit Customer Tastes in Largest-Ever Launch

Posted on the 16 October 2014 by Marketingtango @marketingtango
77739076

Acura Tweaks Content Mix to Fit Customer Tastes in Largest-Ever Launch

Marketers for Acura’s 2014 TLX luxury sedan did something every business should do: understand customers better.

Citing a “meaningful shift in media consumption behavior,” the company surprisingly nixed prime time TV ads from its largest-ever car launch, choosing instead to dedicate one-third of the entire campaign budget to digital and social media advertising.

Using Facebook and sharable video as cornerstones, the mega-dollar effort features ‘bite-sized,’ contextually relevant video and digital elements that “demonstrate the thrill of driving the car by focusing on specific product highlights,” according to a company release.

Responding to the Research

Studies revealed that today’s Acura buyers are more heavily into mobile technology than previous customers, so it shifted much of its TV advertising to mobile-friendly online platforms like Hulu and Crackle. Of course, luxury car launches still rely on television ads, so half of the TLX marketing budget will go to buys on popular late-night shows and sporting broadcasts. Still, for a big-name brand with a big-time budget, skipping prime time TV surprised some car industry watchers.

Roadblocks, Twitter Cards and More

The highly integrated but digital-heavy campaign will run through the Fall, supporting TV buys with social media, including a Facebook “roadblock,” in which TLX ads will reach 100% of users, according to the company. (The term refers to a buy where all ads on a page are dedicated to a single advertiser.)

There will also be a Twitter Cards component that reportedly allows consumers to design a car right within a Tweet. In addition, Acura teamed up with New Yorker cartoonists to create a socially sharable “thrillustration” series to underpin its broader ‘it’s that kind of thrill’ marketing theme.

Curiously, and in our opinion, sadly, Acura chose as its campaign anthem Sid Vicious’ (Sex Pistols) sneering and mostly unintelligible 1978 cover of Sinatra’s “My Way.”  We get that every spot needs music and that Mullen, Acura’s agency, thinks the ballad’s sentiment cleverly reinforces Acura’s ‘we built this one for us’ tag.

But Sid Vicious…really? Why marketers thought his musical abomination (which IMDB even labeled ‘lame and demented’) would resonate with an affluent, digital-age audience remains a mystery–and a blemish on an otherwise appealing and creatively integrated campaign.


You Might Also Like :

Back to Featured Articles on Logo Paperblog

These articles might interest you :

  • Frank Turner, Sam Coffey, and Bad Cop / Bad Cop Takeover Toronto!

    Frank Turner and The Sleeping Souls played the middle show of a three-night takeover of The Phoenix Concert Theatre in Toronto on Thursday night, and things... Read more

    The 23 September 2018 by   Phjoshua
    LIFESTYLE, SELF EXPRESSION
  • Our Favorite TV Shows of All-Time

    Even though we live in Los Angeles where the weather is nice most of the year, during the fall we sometimes just want to stay in, prepare a cup of hot cocoa... Read more

    The 23 September 2018 by   A Girl In La - Style Blog
    DIARIES, LIFESTYLE
  • Finished Boys Bedroom Makeover: Ethans Blue, White And Red Big Boy Room

    Finished Boys Bedroom Makeover: Ethans Blue, White Room

    Our little boy Ethan's, bedroom makeover is now finished and it feels so good to finally be able to say that! If you've been following our renovation journey,... Read more

    The 23 September 2018 by   Alex_bumptobaby
    DIARIES, SELF EXPRESSION
  • How to Worsen Diabetes: Follow the ADA and CDA Advice

    Worsen Diabetes: Follow Advice

    If you have a new diagnosis of type 2 diabetes, or have been dealing with the condition for years, where's a natural place you might go for support and... Read more

    The 23 September 2018 by   Dietdoctor
    DIET & WEIGHT, HEALTH, HEALTHY LIVING, MEDICINE
  • Safely Stored Away

    Safely Stored Away

    A bit of a panic today when I saw that temperatures might go down to 3C tonight and tomorrow night.  Whilst I had started to move some of my tender plants... Read more

    The 23 September 2018 by   Patientgardener
    GARDENING, HOME
  • 14% of American Adults Have Diabetes According to CDC

    American Adults Have Diabetes According

    A new report, just released by the Centers for Disease Control (CDC), pegs US diabetes rates, as of 2016, at 14.0% of adults. This includes cases of both... Read more

    The 23 September 2018 by   Dietdoctor
    DIET & WEIGHT, HEALTH, HEALTHY LIVING, MEDICINE
  • 20 Boots & Hearts 2019 Artist Predictions

    Boots Hearts 2019 Artist Predictions

    Every year we look forward to the packed schedule of country music that takes place at Boots Hearts. We also sit and think and guess at who we're going to... Read more

    The 23 September 2018 by   Phjoshua
    LIFESTYLE, SELF EXPRESSION