Acura has a lot riding on the new version of its RDX compact SUV that came out earlier this year, the No. 1-selling model in its segment.
And to make the point that the latest RDX indeed is new and greatly improved, Acura is emphasizing a single feature—its expansive new moon roof —in a new social media marketing campaign.
Right out of the gate, the completely redesigned new RDX has been giving Acura executives and dealers some satisfaction, with three months of record sales for the nameplate.
It’s the first Acura featuring the brand’s new Precision Crafted Performance platform, including an all-new powertrain and transmission and a new infotainment interface.
But in its advertising campaign for the new version of RDX, Acura has chosen to emphasize a new feature: a moonroof that is much bigger than the previous version and nearly overarches the entire passenger compartment.
“Even with a standard moonroof, expansiveness is a premium feature in any car,” Jessica Fini, Acura’s social media manager, told brandchannel. “This is a bigger roof. And it has sunshades that the standard moonroof before didn’t have. It’s larger than other panoramic moonroofs in its class—ours is the biggest, and it’s standard.”
So Acura came up with a social media campaign that plays to a pre-existing hashtag on Instagram, #LookUp, which emphasizes external mindfulness. It’s the next expression of the RDX marketing campaign that began in June, “Everything We Ever Imagined and Then Some.”
brandchannel talked with Fini about the unique new campaign for Acura RDX.
Tell me about the product bona fides of the new RDX and its importance to Acura’s lineup.
It’s all-new and came out in May. SUVs are really the hot thing right now—particularly the compact SUV segment, which is very competitive and rapidly growing. The product is completely redesigned, right product, hot segment—sales out of the gate have been phenomenal. It’s the No. 1-selling SUV in its class. First in the next generation of engineering and styling for the brand, including all-new powertrain and transmission and a new True Touch Pad entertainment interface. And class-leading standard features like a panoramic moonroof.
What’s the big deal with the new moonroof?
Expansiveness is a premium feature in any car. By expanding the moonroof back, you get an even more exhilarating feeling. It’s a bigger roof. And it has sunshades that the standard moonroof before didn’t have. It’s larger than other panoramic moonroofs in its class. Ours is the biggest and it’s standard.
How are you tying in#LookUp on Instagram?
You can see how many times people post about it, more than 4 million. It doesn’t’ necessarily mean look up from your phone or what you’re doing. It’s more about looking at the world around you and really appreciating what you’re doing and seeing. It’s about a moonroof and about how RDX has a beautiful, expansive view, and this felt like a great way to tap into that existing conversation while also getting RDX product messaging out there in an organic way. It doesn’t usually happen that way; typically the brand has to start a conversation in social. But this felt like a great fit.
And you’re linking with influencers who have created how-to guides and step-by-step tutorials aimed at their fans and followers— helping them #LookUp, preferably in an RDX.
Yes. Imagine crossing the Golden Gate Bridge and seeing the full bridge above you because of the panoramic roof and be able to have that experience.
How does all of this fit in with Acura’s overall theme of Precision Crafted Performance?
We’re featuring premium-crafted features like the moonroof and the attention to detail we’re putting in all of our vehicles, including RDX. Look at all the materials—we really are focusing on the design. The grille is very prominent and the lines of the car are very much part of this campaign. Acura hasn’t always had a reputation for design.
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