Acura ILX Presentation

A presentation of the efforts of Pros In Motion to promote the Acura ILX.

Transcript

2. RESEARCH FINDINGS CAMPAIGN RESULTS VALUE ADDED STRATEGIC RECOMMENDATIONS OBJECTIVES CAMPAIGN THEME AND STRATEGY ADVERTISING PUBLIC RELATIONS 1. 2. 3. 4. 5. 6. 7. 8.
3. • Generate 500,000 quality impressions QUALITY IMPRESSIONS • Facilitate 500 engagements with the physical 2017 ILX ENGAGEMENT • Increase awareness of the 2017 Acura ILX by 20% AWARENESS • Increase perception of Acura as an innovative brand by 20% PERCEPTION • Increase purchase consideration of the 2017 Acura ILX by 20% PURCHASE CONSIDERATION
4. •Top of mind awareness of the Acura brand has significant room for improvement •Acura is perceived to be less innovative than many other automobile brands •Acura owners are perceived to be older and wealthier •Consumers view future car purchases as a status symbol to show financial success •Currently know little about cars •Not currently interested in cars •Target market desires the feeling of progress •20-35 years old •Self-involved •Social media experts •Short attention spans
5. Millennials are high-striving, ambitious individuals, always in search of the next biggest thing to create and to conquer. Independent and determined, this generation thrives on breaking free from the mold and reaching goals that wholly disrupt the status quo. Acura AIM HIGHER encompasses this desire for greatness and encourages millennials to continue to aspire for more. It’s about dreaming bigger and getting better, setting goals and surpassing them, and never settling for less. The “I” in AIM HIGHER is represented by the iconic Pitt building, the Cathedral of Learning. This 42-story building is the tallest educational building in the Western Hemisphere.
7. Featuring Pitt Panther Mascot and campus celebrity, Jesse, from Pitt Tonight! (Pitt Tonight is a popular late night show, with over 3,000 followers on Facebook) We asked people to cover an old car with reasons they “AIM HIGHER” • 3 hour interactive event featuring games, food, and two 2017 ILXs. • November 7th, 11am-2pm • Schenley Quad located in the heart of Pitt’s campus • Engage students with the ILX and increase campus awareness The above creative material was the flyer used to promote Acura Car Games on and off campus.
11. • Integrate all campaign activities through an interactive campaign website • Announce campaign events, link to Acura website, drive traffic to social pages, and inform about the 2017 ILX.
22. •Engagement Driver – Videos, statements, and Ads •Sharing of original content to promote event and campaign •Facilitating conversations •Sharing of original content via posts and stories •Engaging the Pittsburgh and Acura communities •Geo filter created for “Car Games” Event •Main driver for engaging event attendees with our campaign •Over 6,000 pictures and videos taken with filter
23. Aiming for Greatness • Educate target market about key features of the Acura ILX • Increase Brand perceptions of Acura as an aspirational, yet attainable brand
24. • Gain awareness of campaign through humor • Use Pitt Professors as relatable figures to increase sharability on social media • Increase brand perception of Acura as an innovative and luxurious brand • Create parody of popular Matthew McConaughey commercials to increase memorability
26. Over 60,000 impressions!
27. • • • • •
28. through targeting hometown papers of agency members • Gather list of hometown news sources from classmates and send bios of local graduates • Published articles in two local newspapers focusing on 4 students
29. through popular sites • Students in the class published articles on personal sites
30. • Reach out to organizations to inform them of the campaign and obtain coverage • Contact University PR teams, student organization leaders, and local businesses • Access to digital screens and donations for the event • Generate awareness among students, faculty and alumni • Reach out to individual journalists • Various articles in 5 university publications
31. 175 218 19 28 18-20 21-23 24-26 Over 26 Age Female 58% Male 41% Choose not to identify 1% Gender Associate's 2% Bachelor's 13% High School/GED 6% Master's 3% Some college credit 75% Trade/tech training, 1%
33. 3.40% 8.60% 18% 35.60% 41.60% 14.50% 32.30% 10.60% 24.30% 9.80% Strongly Agree Agree Neither Disagree Strongly Disagree I am aware of the Acura ILX Line. Pre Campaign Post Campaign of respondents named Acura as one of the first three car brands that came to mind of respondents named Acura as one of the first three car brands that came to mind of respondents agreed or strongly agreed with the statement ” of respondents agreed or strongly agreed with the statement
34. n=923 n=453 2.07 2.60 2.60 2.71 2.73 2.76 2.78 2.94 2.97 2.02 2.22 2.45 2.64 2.83 2.86 2.90 2.95 2.98 Most Innovative Least Innovative Most Innovative Least Innovative % increase = |2.45-2.73|/(2.73) = 10.25%
35. Pre Campaign n= 923 Post Campaign n=606* Respondents who increased from 29% to 74%, a 28.99% 19.54% 73.83% 7.64% I would consider it equally with other cars. It is not a car I would ever consider buying. Pre-Campaign Post-Campaign Respondents who chose ” decreased from 20% down to 7%, a *606 includes 153 campaign event survey responses
37. Aided + Unaided + interactions with the ILX during Acura Car Games