To celebrate the spirit of innovation, Acura and Amazon invited three industry thought leaders to share their experiences with a group of Amazon Launchpad entrepreneurs at a live event.

This Is What We Make follows three of those entrepreneurs: Jason Johnson, Founder, August Home, Inc.; John Alexiou, Founder, Subpac, and Filippo Yacob, Founder, Primo Toys in varying stages of their company’s lifecycle and takes viewers through the failures, successes, and, ultimately, into the life of what it takes to build a product from idea to reality.

Using narration from the thought leaders John Ikeda of Acura, Gregg Zehr of Amazon’s secretive Lab 126, and Gina Bianchini of Mighty Networks, we intercut their insights and expertise as voices of inspiration into the individual journeys of each featured entrepreneur using themes of purpose, passion, and vision to guide the audience through their stories.

To bring this vision to life, stakeholders from 10+ lines of business across multiple brands had to be involved for creative approvals.

Agency RFP was received on October 26, 2016 and program launched on

November 11, 2017.

o10/16 – RFP Received and Replied

o 11/16-1/17 – Agency/Acura/Amazon idea refinement

o 2/17-3/17 – Creative treatment and sample director treatments

o 4/17-5/17 – Client-direct pitches and approvals

o 5/20/2017 – Final client sign-off

o 6-10/2017 – Media and documentary production, creative reviews

and approvals

o 11/11/17 – Rolling program launch

Placement

Lived alongside Oscar/Emmy Winning Shows on Prime Video. Nine cut-downs lived on Amazon Shorts and on a co-branded Acura and Amazon Landing Page.

Scale

The This Is What We Make campaign ran during Amazon’s busy holiday shopping season, delivered 130MM+ impressions, 298,062 clicks, .34% Click Through Rate, 23% Traffic Rate to Acura.com., and 47,446,214 Total Video Views across all media tactics.

Finding, casting, filming and weaving the stories of thought leaders, and entrepreneurs was challenging. We started with an email to more than 1,000 participants in the Amazon Launchpad program. We interviewed a number of different companies, carefully evaluating each against the Acura brand and considered what would make a compelling character-driven piece around entrepreneurship and innovation. In parallel, we produced an event that served as the stage for our thought leaders to share their insights. We invited our three entrepreneurs along with hundreds more. In the end, our stories found guidance through purpose, passion, and vision.

This Is What We Make, featured on Prime Video, reached 141+ million people through display and social media, drove a 20.8% ad awareness increase, a 15.9% brand attribute agreement increase, and a 11.7% consideration intent increase. Most importantly, it saw an average rating of 5 stars and inspired the next generation of innovators.