Subaru Forester: MY 2009

Suburu launched a new design of its small SUV model, the Forester, in Canada with this campaign. The automaker was previously a niche player in the category, and wished to gain share against larger rivals Honda and Toyota.

Subaru Forester: MY 2009

DDB Canada

Section I — Basic information

Business Results Period (Consecutive Months):May 2008 – June 2011
Start of Advertising/Communication Effort:May 12th, 2008
Base Period as a Benchmark:May 2007 – April 2008

Section II — Situation analysis

a) Overall Assessment

In early 2008, Subaru was a niche player in the Canadian market with a stable but uninspiring 1% share. Its Japanese heritage was largely unknown (most people thought it was Korean) and its cornerstone nameplate, Forester, had seen declining sales for the best part of 10 years. People thought the Forester looked dated, and...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands