michael field / executive creative director / writer

ACURA
Social, Online Video, TV, Print, Outdoor

Challenge:

The Acura RLX was met with middling performance reviews and sluggish sales. The client wanted to youthen the brand, moving from 55+ soon-to-be retirees to 45+ entrepreneurs. The one feature that stood out was its technology.

Solution:

Capitalizing on the well received technological aspects of the RLX, we developed a 4-part video series called The Pitch, which featured well-known VCs and investors who we asked to test drive the RLX – while a tech-savvy entrepreneur pitched them their big idea.

These are their stories.

The following quarter, the RLX sales figures were the highest they’ve been for the past 13 years.