ACURA NSX ORIGINALS

ClientMCGARRYBOWEN LONDON
Category B02. Microsite
TitleACURA NSX ORIGINALS
Product/ServiceNSX ORIGINALS
Entrant MEDIAMONKS Amsterdam, THE NETHERLANDS
Idea Creation MEDIAMONKS Amsterdam, THE NETHERLANDS
Idea Creation 2 mcgarrybowen London, UNITED KINGDOM
Idea Creation 3 ACURA Tokyo, JAPAN
Production MEDIAMONKS Amsterdam, THE NETHERLANDS
Credits
Name Company Position
mcgarrybowen mcgarrybowen Agency
Acura Acura Automotive Company
MediaMonks MediaMonks Creative Production Partner

The Campaign

The campaign was inspired by the brand’s commitment to originality and Honda’s founding principle that the only ideas that truly matter are the original ones. Rather than create one launch spot for the new Honda NSX, the execution takes originality to a new level. As every NSX is hand-crafted and bestowed with its own unique number, we created a unique film for each of the 2000 cars rolling off the assembly line and a website where every NSX owner could watch their own car's Original Film. Each film included truly personalised content, featuring the owner’s very own NSX from its specific colour, through to the type of alloy wheels chosen, down to the unique numbered plaque (car-loving Jay Leno was number three).

Creative Execution

In a world first, 2000 individually tailored online films were created to support the 2000 new NSX supercar – one film for every single NSX rolling off the assembly line throughout the launch.
 To drive awareness about the campaign, 60” and 30” films ran on TV and On Demand Video across multiple markets to drive awareness about the microsite we created. Every bespoke film was available via the microsite and owners were able share content featuring their own NSX supercar.

Widespread engagement with the microsite and shareable bespoke content that perfectly matched the daring, bold and original characteristics of the supercar itself.

Within the strategic thought “Original Matters”, the campaign launched with a TVC to demonstrate what it takes to make something truly original. But we wanted to embody this idea of originality not just within one film but through the entire campaign. From the TVC viewers were guided to a website with original films for every NSX made. Each one needed to be genuinely different. By filming different pieces of the story of the making of an NSX, we used a modular approach to create different edits, each film ending with the unique serial number of that NSX. The films are as original and unique as each car itself. On the microsite, NSX owners could access and share their own bespoke video content, exploring the story of each “world-first” that contributed to making the NSX truly original. Reaffirming the NSX’s image that each supercar is a limited edition hand-crafted supercar.