Acura has unveiled a dynamic marketing campaign for its upcoming all-electric 2024 ZDX and ZDX Type S performance SUV. The campaign, titled “Unlock the Energy,” aims to showcase the performance capabilities, innovative technology, and driver-oriented interior of the Acura ZDX. Both the ZDX A-Spec and ZDX Type S, described as the quickest and most powerful SUV Acura has ever produced, are now available for configuration and reservation on Acura’s official website.
The multi-channel launch campaign is highlighted by a cinematic-style short film that immerses viewers into the Acura House of Energy. In this virtual space, a student-driver undergoes four lessons – Legacy is Your Foundation, Energy is Nothing Without Control, There is Power in Silence, and Unlock the Energy Within. These lessons are designed to reflect the discipline and challenger spirit ingrained in Acura’s Precision Crafted Performance DNA.
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Meliza Humphrey, senior manager of Acura Marketing, expressed excitement about the timing of the campaign, coinciding with the availability of the all-electric Acura ZDX for reservation and market arrival. The campaign is positioned as a declaration of Acura’s commitment to unleashing a significant amount of energy in the electrified era.
The ZDX Unlock the Energy campaign will be a prominent theme at the Sundance Film Festival, where Acura is a Presenting Sponsor and Official Vehicle for the 14th consecutive year. Festival attendees will have the opportunity to experience the Acura “House of Energy” in Park City, reflecting the themes presented in the campaign.
Developed in collaboration with agency partner MullenLowe Los Angeles, the campaign features a cinematic soundtrack with “X Gon’ Give It To Ya” by DMX. It will be showcased during the March college basketball championship tournament and continue through the spring across various media platforms, including broadcast TV, streaming, out-of-home, digital, and social media.
Additionally, the campaign introduces the Acura Energy Key Card, available at www.unlockacurazdx.com. This card offers exclusive benefits to ZDX reservation holders, including discounts to Acura entertainment partners and VIP access to Acura-sponsored events, such as the 2024 Acura Grand Prix of Long Beach. The Energy Key Cards, available in physical and digital formats, also provide discounts from Acura’s high-profile entertainment and audio partners.
The 2024 Acura ZDX, an all-electric SUV set to arrive at dealerships early this year, is presented as delivering on Acura’s commitment to Precision Crafted Performance in the electrified era. It features dynamic styling, class-leading premium technology, and promises an exhilarating driving experience. With DC fast charging capability and a range of comprehensive home and public charging solutions, Acura aims to provide a convenient and efficient charging experience for ZDX owners.
