Industry
Automotive
Challenge
Acura wanted to hit the refresh button with a new generation of drivers who crave authenticity and edge.
Results
“Precision Crafted Performances” delivered custom content from the right artists to the right markets, driving engagement & awareness.
Objectives
Awareness, Engagement
The Challenge
Acura wanted to hit the refresh button with a new generation of drivers who crave authenticity and edge.
With a loyal but aging customer base, the challenge was clear: attract Millennials and older Gen Zers who are either climbing the career ladder or already standing at the top, looking for a ride that speaks to their hustle and grind.
The brand needed a fresh, gritty vibe—something that felt real, bold, and unapologetically cool.
The goal was to create content that spoke to this new audience and resonated deeply, using insights that tapped into their passions and ambitions, and ultimately, sparked conversations that lead to conversions.
The Solution
Acura partnered with MAX to roll out “Precision Crafted Performances”—bringing the right artists to the right markets, delivering custom content that hit home with Millennials and older Gen Zers who crave more than just another ad.
The campaign led fans to a digital hub where they could dive into the brand experience and enter to win a VIP experience with an artist, turning hype into leads for local dealers.
The VIP Experience:
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5 winners and their guests attended a live show at The Earl on February 22, 2020
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Branded Meet & Greet
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10 Consumer VIP Experiences (Winner + Guest)
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Vehicle on-site during the show
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The Results
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Generated a Facebook engagement rate of 37.77% which was 47x higher than industry average
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The average site visitor engagement of 23.33% was 11.6x higher than industry average
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Time on site of 2:21 was 1.2x higher than industry average
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Mobile traffic accounted for 55.88% of all site visits
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