Acura RDX

Project: Cross-Device Programmatic Augmented Reality and Interactive Video
Client: Acura

Awards

The Set-Up

Acura teamed up with Brand Networks, MullenLowe, and RPA to launch the new RDX model. On top of the media and TV strategy developed by the agencies, Brand Networks added a layer of creative expertise in the form of cross-device, interactive digital ad units, which helped exceed the campaign’s goal. The campaign resulted in hundreds of hours of time spent as well as an engagement and qualified traffic rate above industry benchmarks.

The Goal

Increase engagement and time spent with its brand, and create awareness about the new RDX model.

The Strategy

The auto industry is big business, but it’s also ultra-competitive, with a myriad of brands vying for the eyes of the same consumers. To help Acura differentiate itself from the competition, Brand Networks developed and executed a next-level creative strategy that tapped into various ad units, including Augmented Reality, Rich Media, and Interactive Video.

● Augmented Reality: Brand Networks designed the campaign’s Augmented Reality unit to pique consumers’ interest by showcasing the unique features of the RDX with a 360o interior view of the car. The ad unit gave consumers the ability to test out different interior colors and the option to select specifics features to learn more about them.

● Rich Media: Brand Networks created expandable banner units featuring three action-packed videos similar to those running on television, including interactive elements consumers could engage with.

● Interactive Video: The campaign also included Brand Networks’ proprietary Orientation Responsive Video Plus, which allows full-screen video playback in both vertical and standard formats depending on the consumer’s device.

The ads ran across all major platforms and devices, creating a consistent, cohesive, and engaging digital journey that reached Acura’s target audience where they were spending their time on digital.

The Results

By combining a thoughtful campaign strategy with the next wave of advertising creative, we were able to achieve Acura’s goals: create awareness and consideration through engagement and time spent with the advertising experiences, ultimately driving a great qualified traffic rate.

Users spent an average of 101 seconds with the Augmented Reality Ads, equating to 405 days of total time spent. Moreover, the Interactive Video and Rich Media units drove an engagement rate 5X more than industry benchmarks, and a qualified traffic rate that beat industry benchmarks by over 4X.