Campaign details
Brand: Subaru CanadaBrand owner: Toyota Motor CorporationEntrant company: Zulu Alpha Kilo, TorontoMedia: OMD Canada, TorontoMarket: CanadaSector: SUV, 4x4sMedia channels: Cinema, Events & experiential, Magazines - consumer, Newspapers, Online video, Outdoor, out-of-home, Social media, TelevisionBudget: 5 - 10 million
Executive summary
To introduce the most capable Outback ever made into the Canadian market, the vehicle's point of comparison wasn't an SUV. It wasn't a crossover. It wasn't even in the automotive category. Instead, it came from the great outdoors that the vehicle itself was...