Subaru BRZ: Scorched
Agency: DDB CanadaClient: Subaru Canada, Inc.
Section I — Basic information
Business Results Period (Consecutive Months): June 2012 – June 2013
Start of Advertising/Communication Effort: June 15 2012
Base Period as a Benchmark: N/A (NEW VEHICLE)
Section II — Situation analysis
a) Overall assessment
2012 marked Subaru's first-ever foray into the sports car segment with the introduction of the 2013 BRZ. This was an exciting opportunity for Subaru to showcase it's superior engineering. Complicating matters was the BRZ's identical twin, the Toyota FR-S. The BRZ and the FR-S were the products...