Acura RDXCase Study

Interactive Ad Units Help Acura Launch New RDX; Drives Hundreds of Days in Total Time Spent

Success StoryAcura 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.

405 DaysTotal Time Spent (Augmented Reality Ads)

5x Engagement Rate over Industry Benchmark(Interactive Video+Rich Media)

4xQualified Traffic Rate above Industry Benchmark(Interactive Video+Rich Media)

Levi’sSponsored

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

The Goal

Meet Brand NetworksBrand Networks solves the toughest business challenges through purpose-built marketing technology. Since 2005, we've created marketing and advertising solutions that blend engineering and expertise to make media work across every digital touchpoint. More than 1,500 businesses trust us to develop winning media strategies and deliver holistic brand experiences across social, display, video, connected TV, and Amazon. The company is headquartered in Boston with 10 offices worldwide.

AcuraSponsored

All New 2019 Acura RDX visit your local Acura dealer. https://acura.us/dealersearch

ACURA.COMAll New 2019 Acura RDXTest Drive Today.

Acura

Meet AcuraFounded in 1986, Acura has been embracing the future with optimism, bringing feeling to innovation, and adding value to people’s lives. Fast forward to today and Acura, now owned by Honda Motor Company, has become one of the world’s premier automotive manufacturers with a global footprint unmatched by the competition.

The StrategyThe 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.

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.

When time spent and engagement are the campaign’s goals, you have to be willing to adopt the latest and greatest ad types—it’s the only way to break through; it’s a must. From there, you have to be willing to work cross-collaboratively with anyone involved in the campaign—from planning and media buying to reporting and analysis. When these two things come together and work in harmony, you end up with something everyone can be really proud of.

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David SandersonVP, Creative Services Brand Networks

The Results