Subaru Forester

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months): May 2008 – April 2009
Start of Advertising/Communication Effort: May 12th, 2008
Base Period for Comparison: Same Period VYA

a) Synopsis of the Case

Subaru Forester was a small brand with a big ambition. The company wanted to increase its annual sales by close to 50%. They believed that the introduction of a newly designed and styled vehicle would allow them to realize their aggressive ambition.

We were not so sure.

In reality the new design was better than the old but it was now very similar to every other SUV. They had leveled the playing field but to truly stir desire we needed to find an emotional angle that would differentiate the brand in people's minds.