Acura nsx

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Assignment

Build Acura’s brand through launching its sportscar, NSX. 

Challenge

Positioning is not clear.
Low brand awareness.


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Category

+85% of sportscar owners are men.
Sportscar manufacturers target men and have a manly brand voice.

40% of Acura owners are women, but its main competitor, Lexus has 44% women owners.  There is an opportunity for Acura to get more female customers.

Product insight

Chief designer of Acura NSX is a woman, Michelle Christensen.

 


Change the game

Target high power women with a supercar and raise women's awareness on Acura brand.

Don't make Acura a women's car, but make the "The Game Changer" brand, who breaks the status quo.

Culture

Gender equality is not yet reached.

 


STRATEGY

Acura stands up for gender equality.

Idea

Organize a conference for high power women.
 


Execution

 


Copywriter: Joel Rober Johnson
Art Directors: Caitlin Hickey, Kazunori Shiina
Account Planners: Maria Ines Paez, Mihaly Kertesz