Acura’s Multi-Channel Campaign Showcases Performance and Innovation of the ZDX and ZDX Type S Models
Acura has unveiled a captivating marketing campaign titled “Unlock the Energy” for its upcoming all-electric 2024 ZDX and ZDX Type S performance SUVs. The campaign aims to highlight the performance capabilities, innovative technology, and driver-oriented interior of the Acura ZDX. Both the ZDX A-Spec and ZDX Type S, described as Acura’s quickest and most powerful SUVs ever produced, are now available for configuration and reservation on Acura’s official website.
The multi-channel launch campaign includes a cinematic-style short film set in the virtual Acura House of Energy. The film takes viewers through four lessons – “Legacy is Your Foundation,” “Energy is Nothing Without Control,” “There is Power in Silence,” and “Unlock the Energy Within.” These lessons reflect the discipline and challenger spirit ingrained in Acura’s Precision Crafted Performance DNA.
Meliza Humphrey, senior manager of Acura Marketing, expressed excitement about the campaign coinciding with the availability of the all-electric Acura ZDX for reservation and market arrival. The campaign is positioned as a declaration of Acura’s commitment to unleashing a significant amount of energy in the electrified era.
The ZDX Unlock the Energy campaign will be a central theme at the Sundance Film Festival, where Acura is a Presenting Sponsor and Official Vehicle. Festival attendees can experience the Acura “House of Energy” in Park City, reflecting the campaign’s themes.
Developed in collaboration with agency partner MullenLowe Los Angeles, the campaign features a cinematic soundtrack with “X Gon’ Give It To Ya” by DMX. It will be showcased during the March college basketball championship tournament and continue through the spring across various media platforms.
The campaign introduces the Acura Energy Key Card, offering exclusive benefits to ZDX reservation holders, including discounts to Acura entertainment partners and VIP access to Acura-sponsored events. The Energy Key Cards, available in physical and digital formats, also provide discounts from Acura’s high-profile entertainment and audio partners.
The 2024 Acura ZDX, arriving at dealerships early this year, promises a blend of dynamic styling, premium technology, and an exhilarating driving experience. With DC fast charging capability and a range of home and public charging solutions, Acura aims to provide a convenient and efficient charging experience for ZDX owners.