Build Acura’s brand through launching its sportscar, NSX.
Positioning is not clear.
Low brand awareness.
+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.
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.
Gender equality is not yet reached.
Acura stands up for gender equality.
Organize a conference for high power women.
Copywriter: Joel Rober Johnson
Art Directors: Caitlin Hickey, Kazunori Shiina
Account Planners: Maria Ines Paez, Mihaly Kertesz