2. THE CHALLENGE
Elevate Acura’s brand perception from a “premium mass”
brand to a luxury brand, through its supercar, the NSX.
Create a breakthrough digital and social campaign that
disrupts the noise during March Madness.
3. THE INSIGHT
People want to participate in something worthwhile. They
respond positively to causes online and want to share their
own experiences.
4. OUR OPPORTUNITY
To engage with people on a human level. To celebrate personal
challenges and accomplishments. To take people on a journey, and
to show how, after 3 years of careful engineering, the NSX has risen
to go beyond its title of ‘supercar’.
6. NSX RISE AGAIN
A journey across the country in Acura’s supercar, to find those who are ready, just
like the NSX, to rise again. Stops along the way bring luxury and the ultimate
experience to people in the area. And the grand finale? An exclusive, VIP trip to the
final games in Houston, Texas, for our brave Risers.
7. SUBMISSIONS
We will encourage people to participate by posting about a challenge
they want to overcome and how they would like to rise again.
8.
9. THE ROUTE
Four NSX supercars start at four corners of the USA and make their
way to Houston, Texas.
10. THE DRIVERS
NCAA Basketball MVPs in the last 15 years
Each one has a social reach of over 30,000 people
Rip Hamilton Luke Hancock Mateen Cleaves Shane Battier
