Dive Brief:

• Acura unveiled a multichannel campaign aimed at younger drivers that highlights the brand's focus on high performance. "Less Talk, More Drive" will appear on network cable and national broadcast TV, including National Football League games and in top-rated programming and fall premieres on streaming video platforms, per an announcement shared with Marketing Dive.
• To reach younger consumers, Acura will include digital media programming on platforms Donut Media, PadSquad and Teads, in addition to digital placements on Amazon, Bustle, ESPN and Thrillist. The carmaker plans to support the campaign with imagery that's customized for each of its social channels.
• A centerpiece of the campaign is a 30-second spot that traces the Honda-owned company's history in developing high-performance vehicles, with a constant challenge to "Beat That." The "Less Talk, More Drive" motif will be a key part of Acura's marketing and creative around the push.

Dive Insight:

Acura is aiming to reach a segment of younger drivers who favor sportier cars but have shifting media consumption habits and transportation preferences. The first TV commercial in the campaign shows street racing scenes that recall movies like "The Fast and the Furious" franchise, along with the brand's roots in professional car racing.

But to reach younger audiences who are more likely to consume media on mobile devices, the campaign has a heavy focus on social channels and other digital placements. Donut Media, a self-described car culture channel with 2.57 million subscribers on YouTube, shows how Acura is tapping more digitally oriented publishers to engage a demographic that might be looking for automotive content outside of TV.

By focusing on the driving experience, Acura aims to connect with Gen Z car buyers who are entering the work force and need reliable transportation. The group is more defined more by "mobility culture" than the "car culture" of prior generations like baby boomers, according to a study by PR firm Allison+Partners.

About 70% of Gen Zers also don't have a driver's license, and 30% of them have no intention of getting one, making them a key target for ride-hailing services and budding autonomous car technologies that are still years away from mass adoption. Allison+Partners' study recommends that car brands emphasize how technology enhances the ride experience to better market their vehicles.

"Less Talk, More Drive" aligns with recent Acura marketing centered on younger drivers and social media. During the NCAA March Madness college basketball tournament, Acura urged Instagram users to share videos of their "super handling" basketball skills on the court or in everyday situations.

Social media challenges have become a popular way to engage audiences with brands, especially on emerging platforms like TikTok, the video-sharing app with more than 500 million users worldwide. Acura also experimented with augmented reality and Facebook Live, the social network's livestreaming platform, for a campaign in 2017.