CLIENT
Subaru of America
Alan Bethke, Sr Vice President Marketing
Rob Font, Director Marketing Communications
Jack Kelly, National Integrated Media Manager
Brian Cavallucci, National Advertising Manager
AGENCY
Alan Bethke, Sr Vice President Marketing
Harish Pathak, Digital & Social Marketing Specialist
Kirsten Anderson, Advertising Production Specialist: Brand
Rob Font, Director Marketing Communications
Jack Kelly, National Integrated Media Manager
Brian Cavallucci, National Advertising Manager
Amazon
Randy Hughes, Executive Creative Director, Senior Partner
Meagan Pagliara, Planning Director
Brad Williams, Managing Director, Partner
Brad Harrison, Creative Director, Partner
Dean Buckhorn, Group Creative Director
Brenna Smithson, Director, Brand Planning
Adam Craw, Account Director
Neil Goodspeed, Director of Media, Senior Partner
Taylor Lord, Associate Media Director
Lauren Stoelk, Senior Media Planner
Jenn Kern, Group Media Director
Lauren Hayes, Senior Media Planner
Anna Little, Account Manager
Kelsey Doherty, Project Manager
SUMMARY
Getting on the list of new car buyers is paramount to any successful auto campaign. And most automotive advertising to attract these buyers and get on their shopping lists happens on 3rd party endemic automotive shopping websites like Cars and Edmunds.com. However, throwing more money at these sites has a point of diminishing returns; and Subaru simply couldn’t afford to keep throwing money at the same group of shoppers. They needed to create a new way of achieving the same lead-driving metrics while also attracting like-minded shoppers to the brand.
