Campaign Summary
In order to drive sales of the all-new Subaru Outback and connect with a younger audience, we launched a breakthrough campaign that defied category conventions of car advertising. That led to record sales of over 3,000 vehicles (20% above target) in the first three months of launch - making it Subaru Canada's most successful product launch ever.
Marketing Context
The Subaru Outback is a distinct car in an indistinct automotive landscape. It's not a station wagon. It's not an SUV. It's an Outback.
But as distinctive as the vehicle is, it was hard to stand out in the...