Subaru Forester: MY 2011
DDB Canada
Section I — Basic information
Business Results Period (Consecutive Months): | December 2010 – June 2011 |
Start of Advertising/Communication Effort: | December 8, 2010 |
Base Period as a Benchmark: | December 2010 – June 2010 |
Section II — Situation analysis
a) Overall Assessment
Following on the heels of our highly-successful launch of the re-designed 2009 Subaru Forester, sales in Canada of this small-SUV began to flatten in 2010 and were in need of a momentum boost.
In early 2011, we were again tasked with launching a Forester model in the Canadian market. This time, our challenge was...