ACURA E-PERFORMANCE SHOP

TitleACURA E-PERFORMANCE SHOP
BrandHONDA
Product / ServiceCAR
CategoryB02. Microsites
EntrantTRIO ISOBAR Shanghai, CHINA
Idea Creation TRIO ISOBAR Shanghai, CHINA
Additional Company DENTSU ONE Shanghai, CHINA

Credits

Name Company Position
Chris Chen Trio Isobar CEO&ECD
Nick Lee Trio Isobar Senior Creative Director
Conan Chen Trio Isobar Business Director
Derrick Chen Trio Isobar Account Director

The Campaign

The first generation of NSX easily reminds people of Ayrton Senna, an F1 world champion who is no longer with us. Senna was an instrumental figure in bringing the NSX to life. What Senna once said, “You Gotta Be Yourself”, embodies his spirit and that of the NSX. Therefore, the Acura e-PERFORMANCE SHOP website takes Senna's racing philosophy "You Gotta Be Yourself" as the core concept. Website graphic design: ? Simple and distinctive home page, featuring fascinating video clips of Senna and the NSX ? Smooth and convenient browsing experience with a simple self-guidance viewing mode. Website Functions ? VIP experience- Users can make an appointment with the consultant based on their specific needs ? Onlookers Mode- Users without an appointment can choose the Onlookers Mode to view the video of consultants introducing the NSX ? Multi-angle views - Using 8 different cameras to ensure a superior livestreaming experience.

Creative Execution

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 others. 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. Consumers will have a full understanding of the NSX with the means of a Q&A session with experts and car consultants. Step 4: Users can also browse the website for more details about the brand history, advanced technology and other sections in order to comprehend the ultimate performance of the NSX. Step 5: All the introduction sessions from the consultants are collected on-site. Users can select and watch the videos themselves.

The launch of Acura e-PERFORMANCE SHOP symbolizes a new breakthrough in automobile marketing. With Internet technology, the website perfectly meets consumers’ personalized needs as well as enhances Acura’s brand awareness. The marketing budget of Acura was only 10%-20% of its key competitors. With such a limited budget, Acura E-PERFORMANCE SHOW became fully booked for the whole month on the first day of launch. Meanwhile, the Baidu index increased by 150%. Since the launch, Acura e-PERFORMANCE SHOP has received more than 346 million exposures, with a page view of 3,520,195 and unique viewers of 1,343,848. The first models of the new generation NSX (price starting from 2.89 million RMB) have received more than 2000 VIP reservations, and 6 inquiries of purchase. Therefore, the website successfully transformed the online experience into offline purchasing.

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, definitively meeting the diverse needs of Chinese automobile consumers. Using the latest digital technology, we have successfully accommodated the current 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.

Links

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