Acura x Fire TV

The Situation

Acura wanted to make their brand campaign reach go further. With Amazon Ads, their “New World. Same Energy.” campaign media strategy centered around creating an experience to build stronger connections between Acura and consumers.

“Our goal with Acura’s recent brand campaign was to evoke a visceral and emotional reaction from viewers and Sundance festival attendees, including next-gen customers, while celebrating Acura performance and sharing a first look at the brand’s all-electric future,” said Meliza Humphrey, senior manager of marketing at Acura. “As part of Acura’s Sundance media activity, Amazon was selected to bring the excitement of the brand’s festival presence into homes for everyone to enjoy.”

The solution

I took the lead in designing and art directing a custom Fire TV execution for Acura in Q1 ($1.28MM), delivering the first-ever comprehensive vehicle suite experience on Fire TV. Rewarded ads helped cultivate that experience by gifting potential Acura customers a Prime Video credit for interacting with Acura campaign content, which was positioned within Fire TV native ad placements, such as a screen saver and an inline display banner. Consumers clicked through to the custom landing page, which spotlighted Acura’s long-standing partnership with the Sundance Film Festival and featured movie titles.

Once on the custom landing page, viewers could explore a 360-degree experience of the Acura Precision EV Concept. If viewers completed the featured video on the page, they received a $3 Prime Video credit to rent or purchase any Prime Video offering, including a selection of films that premiered at Sundance.

The Results

For the first time ever, the custom Fire TV landing page was available in both English and Spanish, which consumers could easily toggle between, offering a much more favorable experience for the consumer. As a result, 25% of the campaign’s page views were tied to the Spanish-language experience.

Acura’s Fire TV experience drove engagement and awareness with relevant audiences. Overall, the campaign delivered 76 million impressions over the span of the campaign’s nine-week flight. The Amazon Ads team also found that rewarded ads on Fire TV helped Acura drive a higher click-through rate by 75%, above benchmark by including the Prime Video credit offer on the display creative. Customers stayed with the experience for an average of 46 seconds, and engagement for the campaign was 7%. Finally, the campaign generated an 8.1% increase in brand awareness and 4.5% increase in brand favorability among those who were exposed to the ads at least 7x.

The success of this campaign was further evident by a substantial additional re-investment of +$550k on top of the initial $1.28MM media investment (+42%), extending the Acura Fire TV experience with new content and features in Q2 and Q3 that year.