We created a campaign that spoke to the unique and contradictory nature of the Acura brand, the intellect and instincts that have resulted in legendary cars like the NSX and the new TLX. And we delivered it in a way that spoke directly to our audience where they spend most of their time, developing a multimedia, mobile-first campaign with vertical video that is perfect on phones and just as eye-popping configured in a triptych configuration on television screens.

In a first for an automotive TV-driven campaign, we went mobile first from the get-go. The story was written and art directed vertically so the content worked intrinsically and immediately on mobile. The modular approach means that if, for instance, we want to tout all-wheel drive in cold-weather cities, we can easily swap in a quick scene with minimal editing effort and without losing the tone and pacing of the original spot.

In this campaign, it’s hard to tell what moves faster, the car or the ads themselves. We crammed 50 unique images into each of our 30-second spots and 25 images into each of our 15-second ads. As visually engaging as the TV commercials are, the execution truly shines when considering the placements across mobile channels, whether it’s rich media, Snapchat ads, Instagram videos, or Facebook’s native canvas format. Up until now, creating content for these placements meant sifting through hours of landscape source video in the hopes of finding something remotely usable, but with a campaign that was planned and executed to be mobile first, we had a plethora of content to choose from and were able to quickly generate hundreds, even thousands, of different short videos for mobile.

The TLX targeted audience was successfully reached across digital and social channels, as ad response was 60 percent more effective than FY17 campaigns. Exposure to digital ads was most effective after the audience was exposed on both mobile and desktop platforms.

Facebook vertical videos delivered nearly four times the engagement compared with FY17 campaigns.

General market digital advertising resulted in significant lifts in awareness, favorability, and consideration intent, far surpassing the norms for the automotive luxury category.

Our 15-second spots exceeded our benchmarks and were among the top-performing 15-second videos in the market across all online media during the entire campaign, with completion rates consistently around 95 percent.