Acura Zdx: "MIAMI ART" Promo / PR Ad by Concept Cafe Advertising

Category: Best Use of Ambient Media: Large Scale
Advertiser: ACURA
Product/Service: ZDX
Agency: CONCEPT CAFÉ ADVERTISING
Date of First Appearance: Dec 2 2009 12:00AM
Entrant Company: CONCEPT CAFÉ ADVERTISING, Miami, USA
Chief Creative Officer: Salvador Veloso (Concept Café)
Senior Art Director: Diego Cappella (Concept Café)
Senior Art Director: Julian Aristizabal (Concept Café)
Producer: Ariel Kantor (Concept Café)
Media placement: Alternative Media - Building - 02/12/2009

Results and Effectiveness
RESULTS The automobile was seen by more than 80,000 people, 6,000 VIP guests and 1,800 reporters from all around the world who attended the event on December 2, 3, 4 & 5. PRODUCTION COST: 0 MEDIA COST: 0

Creative Execution
THE SOLUTION Use OUR agency as media. According to Florida law, owners or renters of commercial space are allowed to display or project from the inside of their establishments product or services made or sold in their premises. We took advantage that our agency is located at the heart of the Design District (where a major portion of the events took place) in a prime second floor corner with wrap-around windows. We edited available footage and photos of the Acura ZDX and transformed our windows into a massive screen to display these, coordinating 14 projectors of 5,000 Lumens.

Insights, Strategy & the Idea
THE CHALLENGE Use Miami Art Week, which includes Art Basel and Design Miami, for the prelaunch of the new Acura ZDX. THE PROBLEM Audi has been the sole automotive sponsor of these events for the last three years. Estimated investment to secure exclusivity in all media was close to $500,000. There seemed to be no way for Acura to associate itself with the event. WHY DID THIS MAKE SENSE FOR THE ACURA ZDX? The Acura ZDX is the first car designed by the new Acura Design Center in Torrance, California. No other vehicle in the history of the brand has maintained the purity of the design from sketch to clay model to actual vehicle available for purchase. Design is at the heart of the Acura ZDX and, as such, associating it with design-related events is natural and crucial for the acceptance of the vehicle.