Cannes Lions

ACURA PARTS & SERVICE

TARGETBASE, Irving / ACURA / 2003

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Overview

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Credits

Overview

Description

Acura's are more than just cars; they're an extension of each owner’s personality. The incentive to get Acura owners to attend this national event was a free 45-point inspection on their Acura. Playing off the 45-point inspection, we creatively presented the free inspection as acupuncture for their Acura — something that would make their car feel good. And it's free.

Outcome

Overall programme response was 11.3%, up from 2001 which was 9.53%. Specifically, Non-Loyal response rate came in strong at 5.8%. Payback per $ spent was $29.65.Three key reasons the programme was successful: 1) Unique/unexpected creative concept and solution in the automobile parts and service category.

2) Acura experienced a record of nearly 100% dealer participation in this program.

3) A new Acura record was achieved for non-loyal customer response rate.

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