Acura ILX Marketing Challenge

a cASe+ program

Program overview

Acura ILX Marketing Challenge engaged universities across the U.S. to develop integrated marketing campaigns aimed at increasing purchase consideration of the 2017 Acura ILX among younger, trend-sensitive audiences. Student teams were challenged to build buzz via viral, shareable content, showcase key features of the vehicle, and shift perceptions of Acura toward innovation and youthful energy.

by the numbers

20

campuses participated across the U.S.

396

students engaged

38M+

earned media impressions

1.3M+

social media impressions

outcomes

successfully reshaped awareness of Acura ILX among younger demographics, boosting perception of the brand as innovative and youth-friendly

The Acura ILX Marketing Challenge delivered more than just concepts. It produced actionable marketing solutions:

Creative activations yielded high engagement, proving student-led storytelling can move the needle for automotive brand marketing

provided Acura with new insight into messaging that resonates with younger consumers, helping refine its marketing approach.

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