Undergraduate marketing students at the University of New Mexico Anderson School of Management are taking their marketing game to a whole new level. They created an advertising campaign this semester for the 2019 Acura ILX titled “Made You Look.”
The campaign is part of the Acura ILX Marketing Challenge, an industry-education partnership program sponsored by Acura and managed by EdVenture Partners. The “Made You Look” campaign elements highlighted the redesigned 2019 ILX and invited the millennial car consumer to take a second, deeper look at Acura’s premium compact sedan.
The objectives of the campaign were to educate consumers on the features and benefits of the 2019 Acura ILX, increase purchase consideration of the sport sedan among the millennial target market, and increase the perception of Acura as an innovative, youthful brand younger audiences aspire to own. The student team received $2,000 in funding from Acura to develop, implement and evaluate the campaign.
Finalists in the Acura ILX Marketing Challenge will be announced on Monday, May 13. The top three participating schools will be invited to Torrance, Calif. to present their campaigns to Acura executives and leadership on May 29. The top team will receive a scholarship prize of $5,000, followed by $3,000 for second place, and $1,000 for third.
Visit UNM Anderson School of Management for more information.