Subaru: The Greatest Outback Of All Time (GOOAT)

Car-maker Subaru launched its new Outback model in Canada with a humorous multichannel campaign to appeal to younger drivers.

Campaign details

Brand: SubaruBrand owner: SubaruAgencies: Zulu Alpha Kilo, OMDMarket: CanadaIndustries: Online display, Online video, Social media, TelevisionMedia channels: SUVs, 4x4sBudget: 1 - 3 million

Executive summary

In order to drive awareness and sales of the all-new Subaru Outback to a younger audience, we created a breakthrough campaign that went against the category conventions of car advertising and 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.

Market...

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