The Campaign

In 2017, Acura intended to enhance its brand image, starting with the launch of the new generation of NSX. In order to solve the shortage of demo cars and dealerships, we decided to build an online “experience showroom”, the “Acura e-PERFORMANCE SHOP”. So that all the target consumers across the country could see the car with 1 to 1 sales consultant, as if they were visiting the dealership in person. The first generation of NSX w easily reminds people of the legendary racing driver, Ayrton Senna, an F1 world champion who is no longer with us. What Senna once said, “You Gotta Be Yourself”, embodies his the spirit as well that of the NSX and it is a motto that has been passed down throughout the NSX series. Therefore, the Acura e-PERFORMANCE SHOP website takes Acura's spiritual leader and Senna's racing philosophy "You Gotta Be Yourself" as the core concept.

Creative Execution

Acura is dedicated to delivering the core value of “Performance” to consumers through its advanced technology and quality customer services. Acura e-PERFORMANCE SHOP not only functions as a website to deliver information but also undertakes the sales function as the offline showrooms do, meeting the diverse needs of Chinese automobile consumers. Using the latest digital technology, we have accommodated the most popular online user behaviors, such as livestreaming, and their need to visit a car dealership in the form of the Acura e-PERFORMANCE SHOP. Providing more integrated services to Acura’s target audience. Acura e-PERFORMANCE SHOP was officially launched on March 4th 2017. The user experience design is as follows: Step 1: Users get access to the virtual online experience showroom through the website. Step 2: Users can make appointments based on their personal needs or select the Onlookers’ Mode to watch the video of consultants introducing the car to other users. Step 3: Users will have a 1 to 1 service when it comes to their appointment. They will see the exterior and interiors of the new generation NSX through different angles to have an all-round immersive experience. Consumers can also have a full understanding of the NSX with the means of a Q&A session with experts and car consultants. Step 4: Those who like to have more information can browse the website for more details about the brand history, advanced technology and other sections in order to comprehend the true meaning of the ultimate performance of the NSX. Step 5: All the introduction sessions from the consultants are collected on-site. Users can watch the videos that they are interested in. The launch of Acura e-PERFORMANCE SHOP symbolizes a breakthrough in automobile marketing. With Internet technology, the website perfectly meets consumers’ personalized needs as well as enhances Acura’s brand awareness.