Subaru Launches New Emotional Marketing Plan

Subaru of America today announced a new marketing campaign based on the strong emotional bond Subaru owners have with their vehicles. The campaign, developed by the company's brand agency, Carmichael Lynch, features print, TV and digital media components.

Two key research-based insights led to the campaign: the first was that while most consumers have heard of Subaru and believe it to be a good product, 60 percent have no strong emotional opinion or attachment to the brand. The second was that Subaru owners are known for their outspoken passion and love for the brand, and this applied across all models around the country.

The campaign squarely places the car and the consumer at the center of the advertising. John Colasanti, chief executive officer of Carmichael Lynch said, "Subaru owners are 'experience seekers' -- they want to live bigger, more engaged lives. They choose Subaru as a conscious alternative to the mainstream. To them, the car is the enabler of that bigger life."

By focusing on the love they have for their car, Subaru is challenging non-owners: do you love your car?

"Love is the most powerful emotion and "I love my Subaru" is the most used phrase I hear about our brand," says Tim Mahoney, chief marketing officer for Subaru of America, Inc. "We wanted to show the bond between Subaru owners and their cars through this work."

Kevin Mayer, director of marketing communications for Subaru of America, Inc., states, "In the past, a lot of work was done that spoke to the strong rational reasons for buying a Subaru -- now, we're adding a level of communication that focuses on the heart, or the emotional connection owners have with their Subaru."

The work is split into three tiers: The Heart, The Brain, and The Wallet, based upon the process of how consumers approach a new vehicle purchase. The Heart tier answers the question -- "Why could this brand be for me" and is not just about Subaru's durable, reliable and capable vehicles, it's also about the love people have for the brand and how it enables them to live their lives.

Heart TV Spots

Welcome Party
Subaru owners are individualists and yearn for richer experiences. Welcome Party tells the story of four brothers that travel in their Subaru Outback to the eastern most point in the U.S., every year, in order to be the first ones to welcome in the New Year. It's not an experience just anyone or car could have, but it is one a Subaru makes possible.

Subaru Heaven
For Subaru owners their vehicle becomes a trusted friend. Rather then just be sold off for scrap metal, Heaven shows how a Forester owner wants to make sure his well-traveled Forester has a special final parking spot.  Followed by his friend in his new Forester, they make the journey to Subaru Heaven; a final resting place (recycling and salvage yard) for beloved old Subaru vehicles. Here the owner says goodbye to his old Forester, and drives away in his newly-redesigned Forester as he starts the next chapter of his life.

Priorities
Life is about making time for things that matter. A busy father caught up with multitasking at home takes a step back from work life to notice his son playing with a toy airplane and sees the opportunity to bond with his son. A trip in their Subaru Tribeca takes them to an airfield where they watch real airplanes flying overhead, giving his son a memorable experience.

The Brain tier answers the question: "Why is this the right vehicle for me now?" This tier features specific models and shows the rational side of buying a car with the unique features and benefits that come with owning a Subaru.

Brain TV Spots

Not for Sale
Forester owners ... are Forester owners. A couple decides to buy the newly-redesigned Forester and make room for it in their lives, and garage.  Rather than sell their old Forester, they decide to sell their boat and keep both Foresters. 

Wash Me
Outback owners search for adventure and escape the everyday. Wash Me shows an Outback owner traveling to remote deserted areas: Forest -- Mt. Biking, Beach -- Surfing, Desert -- Hiking. With his adventures has come dirt on the Outback, which he showcases as badge of achievement. Each time the man comes back to his vehicle there is no one around but the words "Wash Me" have been written on the rear window. Puzzled, the man drives off. The spot ends with a city shot of rain washing the dirt away; taking care of the car as nature and man had intended.

The Fly Out
The Subaru Forester enables confidence and empowerment in questionable conditions. A nature photographer travels to a remote, hard to reach, bird refuge in her newly redesigned Forester to photograph Canadian Geese. The seemly difficult trip over rough terrain is made easy with her newly- redesigned Forester. As she is setting up for the perfect shot her camera makes a noise startling hundreds of geese that fly away and leave a "present" on the Forester. The woman doesn't get the perfect shot, but has an experience that is even better.

Parking Meter
Impreza owners have an unspoken bond. A Subaru Impreza owner walking back to his car on a city street notices an Impreza WRX STI is about to get a ticket from a meter maid for an expired parking meter. Respecting the STI, he aspires to own one some day, he plugs the absent STI owner's parking meter before the meter maid can get to the Subaru vehicle and write the ticket. Confused, the meter maid sees the man get into the other Impreza and drive away.

The Wallet tier focuses on the financial and value aspects of buying a Subaru and allows for the inclusion of timely news and information and can be used for local dealer advertising.