ZDX Launch - Unlock The Energy

In 2023, we introduced the all-electric ZDX, promising drivers that while what powers the car may change, Acura's energy never will. In 2024, we officially launched the ZDX with a mission to put the thrill of driving back in the driver’s seat– all you have to do is unlock the energy.

Once the spot launched, we wanted to maintain momentum and continue to garner attention. To do so, we created premium Energy Boxes that matched the one from the spot and sent them to a handful of high-profile celebs and Acura influential fans. These boxes included B&O headphones so recipients could hear the energy from the same tech featured in the SUV, gift cards, and an energy key to reserve their very one ZDX.

One of the influencers to receive a box was @hoxxoh, an artist who we collaborated with to completely customize a ZDX to bring to Miami SCOPE, Sundance, and Acura Grand Prix of Long Beach. Not only was the customized ZDX a hit at each activation, the collab also garnered over 7 million views (and counting!). At Sundance, we also partnered with @pvlkrknv, an independent filmmaker, to capture our House of Energy activation and the ZDX. This collaboration earned over 9.4 million views.

Our final activation was at Acura Grand Prix of Long Beach. In addition to Hoxxoh's custom ZDX on display, we brought in an Energy Reader where attendees could get their aura's read and learn which Acura matched their energy best. For those who weren't able to attend IRL, we created a microsite. On social, we prompted followers to click the link to get their own energy reading. For this to work, we created a "quiz" and wrote over 1,000 energy reads to allow for a pretty unique (and shareable) result. Scan the QR code below to get your own reading.

Scan here to get your own
energy reading!

This was a huge launch for the brand resulting in their largest OOH buy ever. With over 460 placements across 16 major cities, we knew we had to bring the energy when it came to design.

This design extended to paid social, print, dealerships and activations.

Director/CD: Ty Hayward
Associate Creative Director: Alex Haase
Senior Creatives: Gabby Grubb, Mary Nowels
Photographer: Michael Marcheco
Designer: Sean Stell

Agency: MullenLowe LA

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