Subaru “Love” Campaign

1. Subaru “Love” Campaign Hannah Doyle - Lee Brown

2. Goal • Use Subaru’s reputation of long-lasting, reliable vehicles to promote future sales • Use real world owner’s testimonies as support • Improve Public Relations by sharing sustainability goals • “Zero-Landfill” facility (3:26) • Show the many different personalities of a “Subaru Owner”

3. Overview – Multiple Appeals • Subaru appeals to drivers who are conscious about the environment • Subaru appeals to drivers who are performance minded • They want to share the feeling that “Once you own a Subaru, you’ll never own anything else.”

4. Web Presence • One of the largest single-model focused online forums • Subaru website provides full disclosure of company activities • Car clubs • Discussions of outdoor Subaru adventures

5. Campaign Scope • National Television • Moderate advertising on car-related websites • Promoting an emotion toward the brand that already exists for millions of customers

6. Dog Tested, Dog Approved • Most recent advertisments promote the family oriented aspect of the Subaru Forester • Aired during Animal Planet’s “Puppy Bowl,” the alternative to the Super Bowl • Dog’s used in commercial were adopted from shelters • Subaru has sponsored the American Society for the Prevention of Cruelty to Animals since last year

7. Thank You