Acura: Chiaki’s Journey

Jeff Mayes, Jane Dorsett

Acura, a vehicle manufacturer, embraced its Japanese roots and created an anime four-part series, "Chiaki's Journey", in the US to increase sales, drive uplifts in consideration, improve awareness, outperform the last model launch, and deliver a 31% increase in website visitors.

Campaign details

Brand: Acura Brand owner: Acura Entrant company: MullenLowe U.S. , Idea creation: MullenLowe Los Angeles Market: United States Sector: Luxury automotive Media channels: Cinema, Outdoor, Out-of-home, Sponsorship - event, Property, Online display, Social media, Content marketing, Events & experiential Budget: 5 - 10 million

Executive summary

2022 was time for a come-back for Acura’s high-performance Type-S series with all new products. But after 15 years out of market, we were nearly invisible and needed a campaign to resonate with the millennial/Gen Z audiences...

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