This campaign from Subaru aims to amplify the environmental friendliness of the Crosstrek and Ascent models by offering a year-long national park pass to buyers. The campaign looks to create a sense of community among Subaru owners through the tagline "Love Your Subacru" and strategies like direct mail inserts, influencer partnerships, and digital advertising. Research showed that targeting generation Z on platforms like YouTube and emphasizing Subaru's eco-friendly values aligned with the client's goals of improving car buying experiences and maintaining their welcoming brand attitude.

2. index
EXECUTIVE SUMMARYINDEX
You are standing on top of a Yosemite trailhead after a day of uphill
travel. Your friends surround you as you breath in the fresh air of
the great outdoors. These friends are more than just friends, they
are the kind you bring on a four hour road trip, because you gained
a national park pass. These friends are your Subacru.
Our campaign amplifies the environmental friendliness of the 2019
Crosstrek and Ascent by offering a year-long national park pass
to car buyers. By offering personable items to consumers upon
purchase of these vehicles, the car buying experience will be
altered to become a more personal interaction between Subaru
and it’s consumers. Creative strategy with a clean and nature-
friendly attitude is utilized to advertise to generation Z on platforms
that matter to them.
Our tagline “Love Your Subacru” creates a friendly community
for Subaru drivers to feel included in a unique group of
environmentally-conscious people. Research shows that our
target audience will happily take part in this group of people, and
feel inclined to join such a welcoming community. This maintains
the positive and welcoming brand attitude of Subaru’s history,
progressing forward to reach a younger demographic and fulfilling
the client’s interest in improved car-buying experiences.
Objectives & Methods 3
Market Insight 4
Brand Insight 5
Consumer Insight 6
Competition 7
SWOT Analysis 8
Creative Strategy 9
Target Audience 10
Creative 11-16
Media Strategy 17
Media Plan 18
Results 19
Index 20

3. Subaru wanted us to make a campaign that fit within the current “Love” campaign. Many of
their campaigns in the past focused on loving the planet or loving your family, so we took
inspiration from that when we were coming up with ideas.
OBJECTIVES & METHODS
METHODS
DEALERSHIP EXPERIENCE
Subaru wanted to understand and alter the experience one has at a
dealership and asked us to find a new way to make going to a dealership
more appealing.
LONG-TERM RELATIONSHIP
Subaru wants to not only gain new customers, but they are seeking to keep
the customers that they already have. They are looking for new ways to
remain connected with their loyal consumers.
“MORE THAN A CAR COMPANY”
Subaru is more than just a car company. Their efforts in social issues and
environmental issues is substantial and they want to emphasize these points.
There are many things that make Subaru stand out from it’s competitors and this variation
on the Love campaign that we created for them will give them a new standing in the mind
of consumers who are considering buying a new car. By emphasizing their loyalty to their
customers, their unique features and their stance on many issues, we are sure to be at the
top-of-mind of many new consumers.
Surveys Recorded
73
Databases Used
15
Subarus Seen
73
Articles Read
57
Videos Watched
68
3

4. MARKET INSIGHT
The car market is saturated with different features and ideals that are all essentially the same thing with different names. Many brands boast
with having extreme levels of horsepower or the newest technology features, but what makes Subaru stand out? Subaru cares about the
environment in a way that seemingly no other car brand does.
IMPACT ON THE ENVIRONMENT
THE FACTS THE OPINIONS
Subaru has been concerned with
how they can impact the environment
for over a decade now.
Currently they are concerned with
zero-waste landfills in and around
national parks. They want to ensure
that nature stays pure and clean and
want to emphasize that they actually
care rather than just claiming that
they do.
They also do things like recycle their
own car parts and reuse them to
prevent additional waste.
The people we surveyed were
concerned about environmental
issues but were unsure about buying
a more expensive, greener car
because of it.
The cars that are typically good for
the environment cost considerably
more than their less earth-friendly
counterparts.
When they were informed of all
that Subaru is doing to help the
environment in multple ways, the
people surveyed told us that they
would be more willing to buy a
Subaru over other brands because of
it. This also supports our upcoming
brand insight.
67%67% of the people we surveyed responded
that they cared about the environement and
other social issue factors.
Many of these same people responded that
a car brand being environmentally aware
was a large reason for their decision of
purchasing a vehicle.
45%
45% of those surveyed said they would be
more likely to buy a car if the brand was
environmentally friendly.
4

5. BRAND INSIGHT
Subaru is very involved in being a brand that supports their current consumers while also looking to gain more by showing how they love.
Subaru wants to show that they love what their consumers love. Things like the environment and being open is important to consumers.
67%
82% of the people we surveyed responded
that they feel distant from the brand they
bought cars from and that it is hard to
communicate with brands.
They reported being more open to buying
a car if the company was more open to
listening to what they had to say.
33%
33% of those surveyed said they would be
more likely to buy a car if the brand was
“friendly,” and listened to their problems.
“I think so. I don’t think
I’d buy a car that was
known for being bad for
the environment.”
-Lacy, 19
Yeah, it’s one of the
reasons i wouldn’t buy
certain hybrids. It’s
because of how dirty
their production is.
-Kyle, 27
IMPORTANCE OF ECO-
FRIENDLY CARS
IMPORTANCE OF
RELATABILITY
I prefer companies that
don’t mess up the world.
Whether that be pollution or
through targeted marketing.
-John, 39
In general, that is something
I look for. Companies that are
mindful of their place in the
world and listen to what their
customers have to say.
-Jackie, 28
5

6. Because consumers prefer a more distant shopping experience, they will appreciate having personalized items sent for them while also not
having to deal with a dealership until the very end.
“I did buy it from a
dealership actually. It
was somebody that
we knew, so it was a
very easy experience.”
-Jeff, 34
PEOPLE DON’T TRUST STRANGERS
PEOPLE DON’T TRUST DEALERSHIPS
When we surveyed people, the majority didn’t like either
going to a dealership, or even the thought of having to
deal with one. It seems to make people nervous.
They, more often than not, bought a car based on a
suggestion from someone they knew or even bought
it from them. They trusted those close to them rather
than a dealership.
“I did buy it from a
dealership actually, but
it was from somebody
that I knew, so it was a
very easy experience.”
-Alex, 34
“It was stressful in
figuring out which car
to buy because it was
at a dealership and I
felt pressured.”
-Charlotte, 25
We are aware that the brand cannot really change the dealership business because Subaru has no hand in it, but we can promote the love
campaign by maintaining a relationship with the consumer which can potentially get their business in the future as well.
CONSUMER INSIGHT
“Dealerships make
me nervous because
buying a car is
stressful and I am
never sure of what is
happening
-Anne, 25
6

7. Subaru has many competitors and that is no surprise considering the depth of quality and brands within the automotive market. In order for Subaru
to advertise it’s two focus vehicles, the brand must strive to increase their market share to become more relevant in the minds of consumers.
COMPETITION
3% 3% IS THE PERCENT OF MARKET SHARE THAT
SUBARU HAS IN THE AUTOMOTIVE MARKET
MARKET SHARE OF: MANY CAN’T RECALL
MUCH ABOUT
SUBARU WHEN ASKED
ABOUT IT.
POTENTIAL TO PASS:
Toyota
Honda
Ford
Chevrolet
Nissan
Hyundai
Dodge
Kia
Jeep
“I know they are like
a mountain car. That’s
about it”
Anna, 25
“Not much. It’s not one
I would look into.”
Nick, 25
15%
11.3%
10.8%
5%
10.3%
6%
3.9%
3.5%
3.1%
Subaru, unlike its’ competitors, has
all-wheel drive available in every
single one of their cars.
This supports their current marketing
of them being an outdoor and rugged
car, and their stance on supporting
environmental issues.
Competitors of any other brand
cannot claim to have all-wheel drive
in all of their cars.
ALL-WHEEL DRIVE
7

8. STRENGTHS
SWOT ANALYSIS
WEAKNESSES
OPPORTUNITIES THREATS
- Loyal fan base
- Safety Awards- IIhs- top pick +
- Do a lot of charity work
- Only one with all wheel drive
- Good mileage
- High resale value
- Technologically savvy vehicle
- Small product variance
- Its 2.0-liter engine and
152-horsepower rating are both on the
low side for the compact-crossover
- Slow acceleration
- Cars are expensive
- Certification issues
- Many people don’t know too much
about the brand according to surveys.
- Love campaign is successful and
they need to continue to branch out.
- Changing customer preferences
have led to a consumer base willing
to pay for more features and services.
- People are very concerned about
social issues and Subaru can
emphasize that they are as well
- Low market share of 3%. This
could prevent them from gaining
market share to the companies that
already have a large portion of the
market.
- Competition is high in the car
market.
8

9. CREATIVE STRATEGY
TAGLINE
Love your Subacru.
COLORS
ICONS
FONTS
Proxima Nova
Copperplate
Gothic Bold
HASHTAG
#WithMySubacru
In Subaru’s 50 years, it has prided itself on being “More Than a Car Company”. This campaign will expand
that idea by creating a friendly environmentally-conscious community for Subaru owners. We invite the
consumer to join our community and welcome anyone else the consumer loves, whether that be family
members or friends.
Our “Love your Subacru” keeps all the values of previous “Love” campaigns and creates an inviting
culture that emphasizes brand loyalty.
OUR STRATEGY
To create a friendly environmentally-conscious
community for Subaru owners.
BRAND PROMISE
Subaru loves the things you love.
9

10. MEET MARK
TARGET AUDIENCE
Based on the client brief we received, we are choosing to have the age range of our target audience as people aged 20-40. To increase positive
feedback from the campaign, we did additional psychographic research to further seperate our target audience from those who may not react or
care about the campaign we are making.
MEET THE EXPERIENCE SEEKER
PSYCHOGRAPHICS DEMOGRAPHICS
Mark is a 33 year old happily married
father of two. His demanding job at
IBM makes for a busy lifestyle, but he’s
still able to drive the kids to school
in his new Subaru Crosstrek. Mark is
generally unconcerned about his health
and eats what he pleases.
Mark and his wife’s stylish new Subaru
Crosstrek is used to get to work, but
also to take weekend road trips with
the kids. Mark would describe himself
as a hard worker who enjoys spending
time with his family. Mark is seen by
others as a respectable, kind and
successful individual.
The individuals in our target have a
median household income of $92,655,
the majority being employed, married
homeowners with children in the
household. 86% of these individuals
have graduated from college or more.
94.6% of these individuals are non-
hispanic, with a 42.5% Asian and 56.8%
white racial break down. 56% of these
individuals are currently between ages
25-34, 39% are 35-44 and 4.5% are
18-24.
The gender breakdown is 48% female
and 52% male. 43% of Subaru owners
have an annual income of $100,000 or
more.
10

11. PRINT - MAGAZINES
MAGAZINE INSERTS
Print advertisements for the individual cars Crosstrek and Ascent visualize the
opportunity to visit different national parks and ask “where to next?” This print ad will
draw interest in the opportunity to visit national parks, with appealing factual qualities of
the Crosstrek to pair.
7%
Our target is 7% more likely than
the average person to read News
and Entertainment Weeklies.
9%
Our target is 9% more likely
than the average person to read
Women Magazine.
The print advertisements will be dispersed in
magazines that are guaranteed to reach our
target audience: National Geographic, News and
Entertainment Weeklies, Women, and American
Way.
The clean look accentuates the sleek features of
the Crosstrek, with copy that forms a mental image
of experiencing a variety of national parks with
your own Subacru.
11

12. BILLBOARD & SEARCH
Subaru will use traditional and digital
signage to reach our consumer on the road.
Billboards will be placed at locations
highlighting scenic areas for photo
moments. Each Billboard will contain the
direction of the photo area, the hashtag and
the Subaru logo.
Highlighting photo moments will encourage
the target to document their travels, thus
increasing online engagement.
BILLBOARD
SEARCH
Search offers a unique opportunity to reach consumers readily interested in purchasing a
new vehicle.
We will place the Subaru website on the top of google’s search page using search engine
optimization and specific keywords.
When consumers search for “National Park road trip”, “Eco-friendly cars”, “Crosstrek” or
“Ascent” the Subaru website will appear at the top of their feed.
12

13. HULU AND YOUTUBE
HULU & YOUTUBE
We will utilize Hulu and Youtube with a short 30 second
commercial to reach our target audience via online
streaming, which they have been proven to use more
frequently than alternative options like television. These ads
will play prior to the start or in between sections of the show
or video they are watching.
This commercial matches style of Subaru’s archive of
previous commercials with drone shots of the vehicles. The
national parks are visualized to complete this upbeat and
entertaining 30 second spot in a cohesive fashion with the
rest of our campaign.
20%
Simmons data proved our target
audience to be 20% more likely than the
average person to listen to electronic
music, so a fun pop beat was used to
create an uniquely fun commercial.
13

14. INFLUENCER BOX
Our campaign will send
influencer boxes to popular
influencers on YouTube and
Hulu. Consumers will have the
chance to follow their favorite
influencers on a road trip of
their choosing. Influencer
boxes will contain everything
the direct mail boxes
contained.
We expanded the influencer
box by including keys to a new
Subaru Ascent or Crosstrek
and a GoPro to document
their experiences. We will
encourage them to engage
with their followers by using
our branded hashtag.
Partnering with social media
influencers will take the
Experience Seekers on a
journey to a national park in a
Subaru and then prompt their
followers to possibly do the
same.
14

15. DIRECT MAIL INSERT
The brochure
demonstrates the
contents of the box as
well as how to immerse
oneself into the Subacru
community.
It also contains five fun
facts about the Ascent, or
Crosstrek depending on
which car was purchased,
that the consumer may
not have known about the
car.
With the design of this
brochure, consumers
are sure to recognize
the brand and it’s values
and hopefully continue to
support the brand in the
future.
This insert supports the
Subacru campaign by
making sure that people
with Subarus will be loved
by not only their friends
and family, but also the
company itself.
15

16. DIRECT MAIL
Each Subaru owner will receive a box containing the pass through direct mail. The box will also contain a welcome brochure, a keychain, and a road
trip Spotify playlist -- created by Subaru.
The direct mail encourages our target to participate join the Subacru community physically as well as virtually by listing the campaign hashtag. Using
the hashtag will increase online engagement with the brand and create interaction within their own social media circles.
16

17. MEDIA STRATEGY
Our media strategy employs vehicles that Experience Seekers use frequently in order to seamlessly integrate campaign messaging
into the buying experience. Subaru asked us to alter the buying experience, which we fulfilled by including unique vehicles like
direct mail, Spotify playlists and influencer boxes for a personable experience.
While we cannot alter the dealership experience, we feel we have successfully altered the overall buying experience by making use
of personal interactions with Experience Seekers through strategically placed campaign messaging.
IMPRESSIONS EXPECTED
YouTube and Hulu
46M
Direct Mail
60M
Digital
47M
Search
146M
Print
524M
Outdoor
465M
Radio
87M
17

18. MEDIA PLAN
Our media plan strategically allocates the $20 million budget among vehicles that our target is proven to be using. These vehicle selections are
backed up by research from databases like Simmons, University Reporter and Mintel among others. he client brief suggested we spend between $15-
20 million to fulfill client objectives.
Our plan suggests using the full allowance of $20 million to exceed campaign goals. We decided to allocate 3% of our budget towards a contingency
fund ($600,000), meaning we spent $19.4 million on our various vehicles to appropriately reach our target. We utilized a pulsing strategy to make the
most of the summer travel season. National parks are most often visited during the second quarter of the year (May, June, July and August), so a large
60% of the budget will be spent during this peak travel period, when National parks will be a very appealing selling point for consumers. Quarter 3
(September, October, November and December) received 30% to accommodate for the spike of car purchases during Christmas season. Quarter
1 (January, February, March and April) was given a low 10% of the budget due to low national park visitation and low average unit sales for Subaru
during that time period.
18

19. RESULTS
You asked us to identify the ideal wants and expectations of emerging new car buyers as they move through the consumer journey and to design a
comprehensive marketing communications plan that effectively reaches these buyers.
With the “Love Your Subacru” campaign, the consumer journey will be altered by personalized presents upon purchase of a Crosstrek or Ascent.
The marketing communications plan will successfully reach our target, backed by data found on Simmons, Mintel, and University Reporter among
others. Subaru will create an attractive and welcoming community with the Subacru.
ANTICIPATED OUTCOMES
152% 1,375,566,593
Return on Investment Estimated Impressions
19

20. INDEX
1. www.redbooks.com
2 https://crimsonhexagon.com
3. Simmons Insights database.
4. Spotify Ad Studio. (n.d.). Retrieved from https://
adstudio.spotify.com/
5. https://www-consumerbrandanalytics-com.
6. http://www.adspender.com
7. www.statista.com
8. https://trends.google.com/trends/
explore?date=all&geo=US&q=subaru
9. Https://trends.google.com/
trends/explore?date=today%20
5-y&geo=US&q=crosstrek,subaru%20ascent
10. https://adage.com/article/cmo-strategy/
throwback-thursday-50-years-subaru-
ads/307997/
11. https://www.theatlantic.com/business/
archive/2016/06/how-subarus-came-to-be-seen-
as-cars-for-lesbians/488042/
12. http://marketingtherainbow.info/case%20
studies/cs%20cars/subaru.html
http://www.carmichaellynch.com/work/subaru-
love/
13. https://www.forbes.com/sites/
dalebuss/2018/09/10/huge-subaru-ascent-
debuts-with-advertising-campaign-declaring-
love-is-now-bigger-than-ever/#38c2e0991821
14. https://www.courierpostonline.com/story/
news/local/south-jersey/2019/01/04/subaru-
america-crosstrek-ascent-sales-record-legacy-
impreza/2479538002/
20