2. Agenda
• Subaru’s challenge to Carmichael Lynch
• “Love "campaign and evaluate its
effectiveness
• “Dog Tested. Dog Approved.” Campaign
• Group activity-develop local campaign (IMC)
3. Subaru’s Challenges 2007
•
•
•
•
lack of brand identity
6 different taglines over the past 7 years
typecast for snow and rugged terrain
fragmentmented strategies by product
4. Subaru’s Sales 2007
>
• A single Honda model, the CR-V, outsold all
the Subarus by selling 219,160 units
5. Subaru’s New Objective
• (1) articulate an idea to elevate “a collection
of cars” to a single brand
• (2) move away from a more product-centric
focus to a more emotional brand idea
8. Campaign Description
• to inspire love, all Subaru messaging,
regardless of the model, would be built
around a single communications strategy,
maintaining a focus on the defining Subaru
feature of All Wheel Drive
• the addition of one single word to an existing
tagline would make all the difference in
defining the brand essence: LOVE
9.
10. Welcome Party
• do you think the commercial created an emotional
connection?
• who is the target market (i.e., women or men or based on
something else-attitudes, preferences, etc…)?
http://www.youtube.com/watch?feature=player_embedded&v=_qlOfTB1BU8#
11. Baby Driver
• do you think the emotional connection is effective?
•
who is the target market?
http://www.youtube.com/watch?v=JQrUWEIMHaY
12. Campaign Results
• Subaru was one of only two brands to report a
sales gain in 2008 and one of three to achieve
a sales increase in 2009
• sales and share: +10% increase in a down
market 2009 vs. 2008
• +22% increase-highest of any competitor
13. “Dog Tested. Dog Approved.”
Super Bowl XLIV Launch
• two-thirds of Subaru customers are pet owners
• 1.3 times more likely to have a dog or a pet than other automotive
manufacturers
• voted the best automotive spots of the Super Bowl (aired on another
network)
• is the emotional connection effective?
http://www.youtube.com/watch?v=gD0fS0iN-5w&list=PL4CC7D947F0F0F253
14. Animal Planet’s “Puppy Bowl IX”2013
• a record 12.4 million unique viewers
• introducing Grant Weber-Subaru Canine
Sales Associate
• facebook page for dogs
15. Animal Planet’s “Puppy Bowl IX”2013
• more than 116,000 dog owners signed up across U.S.
16. MapMyDogwalk provides dog owners with access to an
innovative geo-mapping application that permits them to track
and store their daily walking routes in an online database
20. Class Exercise
• what would be the next campaign for Subaru?
creative brief highlights (packet provided):
• create a campaign with “Love” platform for
your local market: Minneapolis/St. Paul
21. Mini Creative Brief
• Create an IMC campaign for MPLS using
“Love” platform with this objective:
• Articulate an idea that will create an
emotional connection between people living
in MPLS market to Subaru using the
psychographic/lifestyle date to trigger likeminded individuals to consider the brand.
• Focus on Desire in AIDA model
23. References
Trying to Connect in a Crowd, NYT 2008
http://www.nytimes.com/2008/04/24/business/media/24adco.html?_r=0
Case Study 2010-Subaru of America: Owner Love Campaign
https://thearf-org-aux-assets.s3.amazonaws.com/ogilvy/cs2011/2011_Subaru_Case%20Study.pdf
Subaru dogs take center stage during Puppy Bowl IX
http://carmichaellynch.com/
Dog Tested. Dog Approved. Campaign
http://carmichaellynch.com/campaign/dog-tested-dog-approved/
Hyundai and Subaru mark significant growth in brand equity and sales. Coincidence?
http://www.harrisinteractive.com/vault/Harris_Interactive_News_2010_03_16.pdf
Subaru Puts Dogs in the Driver Seat for New Campaign
http://adage.com/article/news/subaru-puts-dogs-driver-seat-campaign/141915/
TV Ratings: Animal Planet's 'Puppy Bowl' Audience Swells During Superdome Blackout
http://www.hollywoodreporter.com/live-feed/tv-ratings-animal-planets-puppy-418221
Subaru: Facebook Page Dog Tested
http://creativity-online.com/work/subaru-facebook-page-dog-tested/30686
Game Day Dog Walk Event Held on Super Sunday
http://drive.subaru.com/spr11_news.aspx
Subaru "Dog Tested. Dog Approved.™" Campaign Returns with a New Pack of Dogs and New Canine Social
Capabilities
http://www.media.subaru.com/newsrelease.do;jsessionid=34AA673057C6E776D62D83C9B30A9302?&id=312
&allImage=1&teaser=subaru-dog-tested-dog-approved-campaign-returns-new&mid=168
24. References
Using dogs to sell cars seems to be barking up the right tree
http://www.autonews.com/article/20120127/BLOG06/120129904#axzz2KcVJPcTw
Subaru’s Puppy Love
http://www.marketingpower.com/ResourceLibrary/Documents/newsletters/mne/2012/2/mne_subaru_dogs.pdf
Subaru Marketing & SWOT
http://teamsubaru.wikispaces.com/Marketing+Strategy
http://teamsubaru.wikispaces.com/SWOT+analysis
http://teamsubaru.wikispaces.com/Strategic+changes
http://teamsubaru.wikispaces.com/Secondary+marketing+research
Additional Readings:
Why Emotional Messages Beat Rational Ones
http://adage.com/article/cmo-strategy/emotional-messages-beat-rational/134920/
What Makes the Love in a Subaru? Creative Brief Re-engineering
http://adsontheedge.wordpress.com/2012/10/09/what-makes-the-love-in-a-subaru-creative-brief-re-engineering/
The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands
https://msbfile03.usc.edu/digitalmeasures/choong/intellcont/published_EA_Measure_paper-2.pdf
Exploring the emotional territory for brands
http://b7innovation.com/Brandcept_article.pdf
