Orci was presented with a challenge by Acura. The RDX was unfamiliar to Hispanic consumers and with Acura we had the added challenge of limited brand recognition. In the small luxury SUV segment, the top player was Lexus, a very active marketer in the Hispanic market.
To meet this challenge Orci needed to establish a strategy to steal share from Lexus. This was done by establishing a presence with an impactful and insightful campaign that stood out among the competitors in the segment working from the general market campaign built around the tagline: “Drive like a boss.”
To capture that sentiment and make it relevant to our market, we gave them: Cervantes. Daniel Cervantes, an RDX owner who truly drives “like a boss.” He’s stylish, sophisticated and powerful: Everything we wanted our consumer to feel about Acura. Working from this concept, we created both English and Spanish versions of our spot, to amplify the campaign’s reach with this bicultural and bilingual target supported by a strong digital banner campaign.
• Cervantes outperformed all Ace Metrix overall luxury norms, with brand recognition being extremely high among Latinos.
• Our media KPIs saw Cervantes surpassing the CTR benchmark by 45 percent for the digital campaign.
• RDX sales increased 27.9 percent from the previous year, ranking it #3 in the segment and keeping Acura in the top 5 among Hispanics.