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Subaru
First Car Story

RAN IN: United States

CLIENT
Subaru of America

Alan Bethke - Mktg. Director
Brian Johnson - National Mktg. Manager

AGENCY
Carmichael Lynch *Lead Agency

Dave Damman - CCO
Petra Boden - Sr. Interactive Producer
Lisa Brody - Sr. Project Manager
Joe Grundhoefer - Director, Integrated Production
Randy Hughes - Executive Creative Director
Jim Nelson - Creative Director
Freddie Richards - Executive Content Producer
Sarah Tukua - Acct. Director


7th Sense Research


Minivegas


rehabstudio Inc.


SUMMARY

As Subaru's entry-level sedan, the Impreza had never gained traction, thus threatening long-term brand health. To stimulate demand among new-to-the-brand buyers, we needed to create awareness and relevancy of Subaru among an audience that only knew the brand for the Outback. The new Impreza model launched in 2012, competing against segment stalwarts the Honda Civic, the Toyota Corolla, and the Volkswagen Jetta. A digitally-driven idea centered around first car love helped propel Impreza to all-time highs in sales and share, and contributed to a record-setting year for Subaru.

CASE VIDEO


Hero Medium: Interactive

Medium Featured On Video: TV, Interactive, Social Networking Sites/Applications

Audience: New Audience, Brand Influencers, Young Men (20-35), Young Women (20-35)

Objectives: Brand launch

Type: Business to Consumer

Classification: National

Language: English