Acura - Unlock Your Energy

Objective

Acura launched the Unlock Your Energy interactive experience as part of the broader ADX campaign—the brand's first premium compact gateway SUV targeting younger, digitally-native audiences (Millennials and Gen Z). The campaign aimed to position Acura as culturally engaged while helping potential customers discover their ideal vehicle match within the brand's lineup. The ADX launch coincided with a multi-channel media strategy featuring March Madness college basketball coverage, television commercials, and artist collaborations to reach a more diverse demographic.

Solution

An interactive quiz game built with Vue.js, GSAP, and Three.js that guides users through 6 engaging questions (drag, slide, and click interactions) to match them with one of 9 Acura vehicles based on their personal energy profile. The experience features responsive design, responsive animations, 3D visual effects rendered in WebGL, and a distinctive color palette (#E24F1C vibrant orange and #111930 deep navy). The quiz includes video transitions, animated result cards, and filter functionality, deployed at acuraunlockyourenergy.com as a digital hub supporting Acura's broader 'Crafted to Match Your Energy' campaign, which encompassed 60-second broadcast spots, emerging artist partnerships, and media placement across television (NBA, Premier League, IMSA), streaming platforms (Spotify, YouTube, TikTok), social networks (Meta, Reddit), and out-of-home advertising in major US cities.

Results

The interactive experience achieved Awwwards Site of the Day recognition on January 10, 2025 (overall score 7.34/10, Creativity 7.72/10) and CSS Design Awards Website of the Day on January 18, 2025 (8.31/10).