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...