US: Acura’s new multiverse-inspired brand campaign - Has it driven ad awareness for the auto brand?
January 27th, 2023, Lesley Simeon

US: Acura’s new multiverse-inspired brand campaign - Has it driven ad awareness for the auto brand?

Acura's latest brand campaign, “New World. Same Energy,” highlights the carmaker’s 2023 lineup. Launched on 13 January 2023, the campaign’s 60-second spot features six models from the Honda-owned company, zipping through a ‘multiverse’ of different realities - future-verse, Joneses-verse, lunar-verse, anime-verse, racer-verse and finally, EV-verse.

The ad underlines the company’s aim of moving towards an all-electric future. In addition to playing across digital and social channels through March, the campaign will also air at the 2023 Sundance Film Festival.

Are Americans sitting up and taking note of the latest Acura creative?

According to YouGov BrandIndex - which tracks consumer sentiment towards thousands of brands daily - Acura’s Ad Awareness scores have increased since the launch of its newest campaign.

The metric - which indicates how many and which consumers are noticing the brand’s advertising - grew from 4% on 13 January 2023, reached a high of 8% on 20 January 2023, before dipping to 6% on 25 January 2023.

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Methodology:YouGov BrandIndex collects data on thousands of brands every day. Acura’s Ad Awareness score is based on the question: Which of the following car makers have you seen an advertisement for in the past two weeks? and delivered as a percentage. Scores are based on an average daily sample size of 323 US adults between 10 January 2023 and 25 January 2023. Figures are based on a 4-day moving average. Learn more about BrandIndex.

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Nikhil Mistry