NSX Originals campaign

Acura is today announcing the NSX Originals campaign for NSX owners. The campaign celebrates the originality of the concept behind NSX by creating a digital film for early NSX owners that brings each unique, built-to-order supercar to life.



Starting December 19, each NSX owner will receive a link to a custom film matching the exact specs and serial number of their supercar, which is seen at the end of the film.


Sample Film: Jay Leno’s NSX Originals Film

As an example of the custom films NSX clients will receive, Acura has released the film for Jay Leno’s custom NSX, serial number three. Watch the video here at https://www.nsxoriginals.com/acura/en/explore/0003/



Processes Highlighted in the Films

The NSX Originals video series offers a behind-the-scenes look at seven unique manufacturing processes at the Performance Manufacturing Center. The seven processes detailed in the NSX Originals films are:

• Precision Robotic Weld technology
  
• Space frame construction
  
• Zirconium Bath
  
• State-of-the-art paint robotics
  
• Three-Motor Sport Hybrid power unit

NSX custom hand assembly and the NSX Rolling Dynamometer

Press release: http://www.acura.com/PressReleaseArticle.aspx?year=2016&id=9440-en

http://www.nsxoriginals.com/acura/en/explore/0352/

Yep 0352 is my car

Very cool

I am not getting these emails from Acura

I guess I pushed the wrong button when I originally signed up for NSX info.

I was able to plug my serial # into the link chudson kindly provided to see mine.

I liked how it appears that toward the end they have a shot of the actual car on the dyno after it was all built up

Yeah I thought they were going to be somewhat different. I like you can put any number in to the builds.

chudson1549 said:

Yeah I thought they were going to be somewhat different. I like you can put any number in to the builds.

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It only appears to work with Acura badged cars. I put in a couple of UK serial numbers and it reports something like 'Invalid Number'.

I suspect the car shown on the Dyno at the end is the same vehicle digitally colored to match the serial number spec.

kendallj said:

It only appears to work with Acura badged cars. I put in a couple of UK serial numbers and it reports something like 'Invalid Number'.

I suspect the car shown on the Dyno at the end is the same vehicle digitally colored to match the serial number spec.

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They have to do better than that.

Some cars in the videos have CF rear spoilers and some do not

the car in my video had a correct exterior build, including the caliper color

i will ask The NSX specialist about how real the videos are when I call this week

dunno - seems like cheesy marketing to me. Claiming an "original" film for each car with a little digital trickery or a 1/2 second of actual footage comes across as phony. I guess though if the buying customers dig it, then that is all that really matters.

If it is real, it covers the ask for pictures of your car on the production line like a Ferrari does

in the world of marketing, there is value in continued marketing efforts of the product a consumer has purchased after the purchase has been made

for example, customers who have bought car x smile after seeing an ad on TV for their car

these brief videos do that kind of reinforcing

kendallj said:

It only appears to work with Acura badged cars. I put in a couple of UK serial numbers and it reports something like 'Invalid Number'.I suspect the car shown on the Dyno at the end is the same vehicle digitally colored to match the serial number spec.

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It doesn't work on Canadian chassis numbers either.
Same error message.

I see a Red car for first part of video, but car on dyno seem customized for me (Blue, correct wheels at least).

for mine it shows the correct engine cover at the beginning then the red car then the correct car at the end on the dyno. Chin motosports shows the carbon engine cover. Which I know they have. #-0113

B&B's contact says it's a simulation. Acura presented the video in such a way that left some people unsure whether they were seeing their actual car (and, as is only natural, hoping that they were). I guess it's a matter of opinion whether you think that's a marketing success or a failure, but I'm with blue_myriddn on this one: I think it's cheesy.

All of this shade thrown is silly. I think it's a pretty cool digital piece, even if it's been optimized one way or another...

I give them credit for trying
They have a challenging job of rebuilding a brand

Remember when Porsche was associated with owners being sheethehds?
Porsche have worked a long time to recast their brand as an enthusiast offering
When the Cayenne came out, the boss was getting grilled by a reporter. The boss basically said no one needs a Porsche and the Cayenne will bring people into the brand
It did so in a big way and they added the Panamera and more recently the Macan
Now they have an expanded customer base and have been able to invest in development to offer umpteen 911 versions
The 918 gave them cred with hybrids and we will see a bunch of that flowing into 911s

Tom239 said:

B&B's contact says it's a simulation. Acura presented the video in such a way that left some people unsure whether they were seeing their actual car (and, as is only natural, hoping that they were). I guess it's a matter of opinion whether you think that's a marketing success or a failure, but I'm with blue_myriddn on this one: I think it's cheesy.

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Agree. For the intended market demographic, it's patronizingly cynical - the sort of marketing dreamt up by gee-wiz thirty somethings out of a trendy NY loft agency.

Can you tell me what patronizingly cynical means?

I give them credit for trying, but it would not have cost that much to snap a couple of real pics from the actual cars and insert them into the generic video on the fly. Even one "real" pic at the end would have been fun-- could just be an automated snap of car on dyno (even if dirty). Of course, that would require them to think/plan in advance.

Bricks and Bio said:

Can you tell me what patronizingly cynical means?

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Admittedly both are broad terms. How I mean't it: Patronizing - behaving towards someone as if they are stupid. Cynical - showing contempt for honesty by portraying something falsely.

The reality is it's nothing unusual for an ad agency - most of their work is about creating an allusion to something, to seduce by romantic notion. Ultimately, here I think it back-fires - the intended demographic for this car will generally not be fooled by pretentious ideas.

Thanks for clarifying your point

I just saw it as a quick electronic thank you card

The communication to the NSX owners is so screwed up that I didn't even get one of those emails. My dealer sent me the memo from Ikeda about the videos.

I had mentioned to the NSX Specialists months ago how much Ferrari buyers enjoy the factory pics of their car as a bare body and then as a finished car. The problem is the folks running the NSX factory would rather starve than listen to some one's input so those photos ain't happening.

chrisn said:

I give them credit for trying, but it would not have cost that much to snap a couple of real pics from the actual cars and insert them into the generic video on the fly. Even one "real" pic at the end would have been fun-- could just be an automated snap of car on dyno (even if dirty). Of course, that would require them to think/plan in advance.

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I couldn't agree more. But to give some slack, Honda are totally new to this market segment (the Mk1 NSX more mid-engine Prelude than Ferrari) and I'm sure they will be on a learning curve in so many areas. Here's hoping they borrow some ideas from competitors, e.g. Lexus.

Bricks and Bio said:

I had mentioned to the NSX Specialists months ago how much Ferrari buyers enjoy the factory pics of their car as a bare body and then as a finished car. The problem is the folks running the NSX factory would rather starve than listen to some one's input so those photos ain't happening.

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I'm sure they will 'get it' in time. In a video interview of one of the project leaders, he said he was very interested in criticism of the car - of course he was talking about the design philosophy and engineering, but I got the sense they were listening. The car represents a huge investment by Honda, and of course it's a large investment by the buyers (and very large if you live outside North America in the southern hemisphere). At this level they really need to focus a little more on the aspect of 'personal concierge'.

I am with you but from what I have seen they have a long way to go

Hopefully Turd and Cement will be replaced and the program can achieve it's targets

Bricks and Bio said:

I had mentioned to the NSX Specialists months ago how much Ferrari buyers enjoy the factory pics of their car as a bare body and then as a finished car. The problem is the folks running the NSX factory would rather starve than listen to some one's input so those photos ain't happening.

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I don't know - I for one am very grateful for the work you have done communicating on behalf of forum members - your regular updates and feedback are much appreciated. Please persist - I think it's one of those things where consistent attempt at communication eventually makes it's mark on the intended target.

Bricks and Bio said:

I am with you but from what I have seen they have a long way to go

Hopefully Turd and Cement will be replaced and the program can achieve it's targets

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You made my day by making me laugh. I have a hunch who you mean, but I'd just never heard of those characterizations. Fortunately the car doesn't appear to have suffered...