The Acura brand is leading the way in automotive safety. It is the first and only automotive brand to earn a 5-Star Overall Vehicle Score from the National Highway Traffic Safety Administration (NHTSA) and TOP SAFETY PICK+ rating from the Insurance Institute for Highway Safety (IIHA) across its ENTIRE model lineup. With its dedication to reliability and the safety of its passengers, Acura is setting itself apart from the field and your team here at your local Peabody Acura dealership, Acura of Peabody, could not be any prouder! Keep reading to learn about the Acura brand’s new emotional marketing campaign!
The Acura brand’s safety advertising campaign takes an emotional approach by focusing on the brand’s approach to putting people first. The brand integrates both social media and television spots, including commercials and a dedicated landing webpage. The ad opens with an Acura engineer preparing for a laboratory safety test and loading human-like figures into the Acura MDX. The figures are actually the engineer‘s family: a man, woman, and two small children. While the figures are actually typical crash test dummies, the engineer is putting the care and thought into the safety technologies as if it was his own family. A message then appears that says: “When you don’t think of them as dummies, something amazing happens.” Leila Cesaria, national advertising manager, Acura division, had this to say about the campaign:
We wanted to capture how our Acura engineers believe safety transcends technology; it’s really about putting people first. As safety is the third top purchase consideration for luxury buyers, an emotional campaign like this illustrates how important safety performance is for Acura and luxury buyers alike.
To learn more about everything that Acura does to ensure that it is providing the safest possible vehicles, head on down to Acura of Peabody to test drive a new Acura model today!