Acura always seeks to be unique, it is always true to itself. Acura has always believed chasing the dream and not the competition. Ride on the opportunity of Acura NSX product’s relaunch, we started by repositioning the brand as its global positioning “Precision Crafted Performance” .

So to launch this new positioning, we found a legendary spokesperson, Aryton Senna, as one of the core team members who designed the original Acura NSX.

Since his belief matched with our brand positioning, we believed he was the perfect spokesperson to launch new NSX and brand tagline ‘You gotta be yourself’.

Dec 29, 2016 in Shanghai EXPO center, as the highlight of the brand press conference, we created hologram show that revive Ayrton Senna by using Holographic Projection technology, as our special guest to show up. We invited Ayrton Senna to unveil the all-new NSX with Mizuno-san, COO Regional Operations of Honda Motor (China) Investment.

From Dec 15-20, 2016, we posted a teaser video at campaign warm-up stage which doesn’t reveal both the NSX and Ayrton Senna appearance for the entire duration of the film and tell the narrative of it through the details to arouse curiosity and attention.

To keep building up anticipations, we pushed out a video invitation to brand press conference.

At the same time, we invited more than 250 media agencies to our brand conference in Shanghai.

On Dec 29, 2016 in Shanghai EXPO center, as the highlight of the brand press conference, we created hologram show that revive Ayrton Senna by using Holographic Projection technology, as our special guest to show up.

At this press conference, it also revealed our new brand campaign ”You gotta be yourself” to media and business partners.

More than 250 media agencies attended the brand conference on Dec 29, 2016.

Four main media agencies in China, including Tencent, Autohome, LETV, Netease, brought on complete live broadcast to the audience who cannot came to the conference. The live broadcast for the brand conference achieved a complete success. Over 4.25 million viewers watched the live broadcast of Acura NSX launch brand conference.

This incredible hologram event had caused extensive discussions among Wechat moments.

Acura official account released topic # Acura new NSX launch#, which created over 1 million interactions by 24:00 Dec 29.

Up to Jan 5, 2017, we’ve got 1,410 media reports for this brand event with more than 34 million advertising values.

Another significant achievement was that consumers’ attention to Acura NSX has a dramatic improvement. According to Baidu Index, search volum of the keywords “Acura” and “NSX” had increased obviously after the brand conference.