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”
Overview – Multiple AppealsSubaru appeals to drivers who are conscious
about the environmentSubaru appeals to drivers who are
performance mindedThey want to share the feeling that “Once
you own a Subaru, you’ll never own anything else.”
Web Presence One of the largest single-model focused
online forumsSubaru website provides full disclosure of
company activitiesCar clubsDiscussions of outdoor Subaru adventures
Campaign ScopeNational TelevisionModerate advertising on car-related websitesPromoting an emotion toward the brand that
already exists for millions of customers
Dog Tested, Dog ApprovedMost recent advertisments promote the
family oriented aspect of the Subaru ForesterAired during Animal Planet’s “Puppy Bowl,”
the alternative to the Super Bowl Dog’s used in commercial were adopted from
sheltersSubaru has sponsored the American Society
for the Prevention of Cruelty to Animals since last year
Thank You