Subaru Forester: Family Rally

This case study describes a campaign by Subaru, a car manufacturer, to promote launch of a new SUV car model, Forester, targeting 30-49 year old couples in Canada.

Subaru Forester: Family Rally

Agency: DDB CanadaClient: Subaru Canada, Inc.

Section I — Basic information

Business Results Period (Consecutive Months): January 2013 – June 2013

Start of Advertising/Communication Effort: March 15 2013

Base Period as a Benchmark: March 2012 – May 2012

Section II — Situation analysis

a) Overall assessment

With only 4% market share, Subaru is a small player in the compact SUV category that is dominated by giants. The Subaru Forester suffers from a lack of awareness and familiarity within the category. And for those who are aware of the model, Forester...

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