American’s love for SUVs shows no sign of slowing, but the market is growing more crowded and less innovative. With the RDX re-launch, Acura sought to defy every SUV stereotype and focus on the most luxurious and high-performance aspects so drivers need not compromise. The RDX sought to break down barriers and break through the clutter with innovative sleek design and an array of interior features like no other. The goal was to get the consumer to ‘sit’ inside the car, anywhere they might be from the convenience of their mobile devices, on their commute to work or comfort of their couch, so they had a chance to fall in-love at ‘first peek’, and be compelled to get to their nearest dealer for a test drive.
American’s love for SUVs shows no signs of slowing. But the category is overcrowded with boxy styles that compromise performance and are hard to differentiate. The re-designed Acura RDX breaks these barriers, and instead delivers luxury, refinement and superior performance. The challenge was to get car-buyers to experience it first-hand. Acura and RPA partnered with Thinknear for an innovative In-App Rich Media (RM) Augmented Reality (AR) Campaign that took the user inside the vehicle from their devices, allowed them to experience the rich interior features and fall in love with the RDX.
AN AR EXPERIENCE TO REMEMBER
The Acura RDX owner enjoys life’s luxuries and sees their car as a reflection of themselves and their ambitions. The Acura RDX was designed for them, and it was imperative that the right audience experience the RDX at the right moment. The RM AR ad experience took auto-buyers ‘inside’ the Acura RDX from the convenience of their mobile device. This frictionless AR experience (no app download required), allowed the target to ‘sit’ inside the RDX, customize the interior trim color, explore the numerous high-end innovations via interactive hotspots, and find the closest dealer.
DRIVING HIGH ENGAGEMENT
The campaign exceeded each KPI metric, with the AR ad experience generating high engagement and interaction rates. The Thinknear Acura RDX Campaign delivered: a. an average CTR of 0.66% versus the target CTR of 0.45%; b. an average VCR of 81.21% versus the target of 70% VCR; and c. average dwell time for Acura RDX’s Mobile AR was 110 seconds versus 90 seconds for Auto Mobile AR campaigns. When comparing campaign average dwell time (110 seconds) to average RM dwell time for Auto campaigns (25 seconds*), Acura RDX’s Mobile AR campaign outperformed Auto RM by 3.5X!
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