Overview:

Acura turned to Ethnicity for a second time for a comprehensive quantitative study of both Chinese and South Asians attitudes towards the luxury automobile market in Canada. It also worked with Ethnicity to adapt its Acura MDX model advertising which focuses on the relationship between the MDX and the ground-breaking NSX, highlighting the parallels between the two. This positioned the MDX as a true luxury SUV. The message was communicated through Ethnic TV, IPTV, print, cinema, out of home, and digital media.