Subaru of America

Alan Bethke, Vice President, Marketing
Brian Cavallucci, National Advertising Manager

Carmichael Lynch *Lead Agency

Randy Hughes, Executive Creative Director, Senior Partner
Brad Williams, Managing Director, Partner
Betsy Burgeson, Group Media Director
Adam Craw, Account Management Account Director
Chris Carlberg, Senior Art Director
Justin Prichard, Senior Writer
Sarah Poluha, Planner
Liz Jenkins, Account Supervisor

Subaru faced a few challenges launching the 2017 Impreza - low awareness, a higher pricetag and it was in one of the most competitive segments in the industry. Furthermore, the vehicle needed to bring younger buyers into the brand, which was steeped with baby boomers and Gen X owners. To stand out, we refined and redefined our millennial target and put a laser focus on authenticity. Combining high awareness media and digital one-to-one interactions, the campaign increased vehicle sales nearly 50% YOY accompanied by all-time highs in Awareness and Familiarity.