Thanks to Subaru's newest marketing campaign, we finally know what really makes a Subaru a Subaru. Love. Really? Allow Tim Mahoney, chief marketing officer for Subaru of America, to explain, "Love is the most powerful emotion and 'I love my Subaru' is the most used phrase I hear about our brand. We wanted to show the bond between Subaru owners and their cars through this work."
While it seems that current owners may love their cars, Subaru's research into the subject shows that the majority of the population have no strong feelings toward the brand at all. Past Subaru ads have communicated the rational reasons for purchasing a Subaru, but the marketing team now intends to key in on three specific subjects: the heart, the brain and the wallet, highlighting all of the considerations of a consumer looking for a new car. Will the new advertisements resonate with consumers? Dunno, but we do know that while we love ourselves some STI, there isn't much else that Subaru has to offer which make our hearts race.
[Source: Subaru]
Subaru of America, Inc. Unveils New Marketing Campaign
CHERRY HILL, N.J., April 24 /PRNewswire/ -- Subaru of America, Inc. 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 lives 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.
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Reader Comments (Page 1 of 4)
SPG @ Apr 25th 2008 7:16PM
I'd have to say the Legacy GT, Imprezza RS, WRX, STI, and the SVX.
The Brat and the XT6 were cool too.
That is what I think makes "Subaru Love".
And you don't even have to sell your boat for it like in the commercial.
Victor @ Apr 25th 2008 7:17PM
Honestly, i like my Outback XT. It's a stealth rocket.
The NY Times has an article about it. http://www.nytimes.com/2008/04/24/business/media/24adco.html?_r=1&oref=slogin
Aprime @ Apr 25th 2008 7:18PM
inb4 dragons with Subbies.
Peter Rockwell @ Apr 25th 2008 7:20PM
I suspect that most of the people who say they love their Subies aren't car people in the sense that AutoBloggers are. My wife loves her Subaru and she isn't a car person in the least. Most car manufacturers rely on more than gearheads for their sales base, so Subaru's new campaign makes sense to me.
Richard @ Apr 25th 2008 9:40PM
Peter,
I loved my first SVX, I loved my first Legacy GT, I loved my second SVX, my Outback VDC and I really love my Spec. B. (#350).
In fact with the exception of a 1976 Alfa 2000 GTV and a BMW 325 ix, I have had no cars that I can say I loved more. Though there was that 1974 Volvo 145 when I was in highschool - you know - european answer to a van, but that was a different kind of love.
What I love most about my Spec. B is that it eats sissy BMW's and unsuspecting "sports" cars all day long. When it snows, I go, when it rains, I go...and the only maintenance to date (43k miles) has been oil @ $39.00 per change.
I expect I'll be loving an STi soon.
mk @ Apr 25th 2008 9:53PM
Have you read any of my previous posts???
I've been blasted before for hyping my Legacy GT TOO much. I don't think there is such a thing as too much, though.
Gotta go along with Richard here, though. My Legacy GT does so much, so well, and surprises almost everyone. Not perfect, but not overly expensive. Fast, but still stone reliable. A bat out of hell sometimes, but more capable in the snow than a lot of other vehicles.
What is not to love? It even looks pretty darn good, which is unfortunately something I can't say that I like about some other Subarus.
Pretty much the automotive antithesis of a careless appliance of a car.
xpolarx @ Apr 26th 2008 1:01AM
I'm with you guys. Nothing but an STI makes your heart race? I used to autocross and rallycross my WRX...hard to do that with an idle pulse. Currently I'm in a Legacy GT...I've added some toys, but even stock it was a sick car...and my Tibetan Mastiff can still hang in the back seat. It's a sick car. So there are two other cars besides an STI that make your heart race...but fwiw, the tribeca is pretty bland.
tarheelsxl @ Apr 26th 2008 1:54AM
Are they sound mechanically? Yes. Are they a great value? Yes. Are they safe? Yes. Are they quick? Yes.
... but most Subarus are still butt ugly (mediocre at best) and the interiors are sourced from Fisher Price. Rattles galore and material quality, build finish, etc. are lackluster.
You might be able to beat a Bimmer in a drag, but he's still driving a Bimmer. He's driving in luxury in a car that has perfect 50/50 weight distribution, a smooth I6 and handles like a dream. If it was all about HP/0-60-to-dollars value, we'd all be driving Dodge Neon SRTs
To offer such great engines, chassis, and AWD system at the price points they do, you have to cut some corners (and they're some pretty big ones).
Brandon B @ Apr 28th 2008 10:46AM
Rattles galore? Really? Have you ever been in a high mileage Subaru built in the last 10 years? I have a 2000 Legacy GT with 190,000 miles and it doesn't have a single squeak or rattle. My friends and family are always amazed at how well it has held up compared to much more expensive cars.
Now, my wife's 2000 Odyssey with 129,000 miles on the other hand...
mark_welby @ Apr 29th 2008 12:43PM
For the most part you're probably right, just not about me ;) . I've always been a car fanatic. I just bought a used '05 Legacy GT and yes... I love it. I also have an '87 Buick T-Type (Grand National, basically) that I drive on nice weekends and at the strip. The Legacy is a sleek, quick, solid car with the ever important manual transmission that I need to have to feel complete. The gas mileage could be a bit better, but really 23 mpg isn't bad for an AWD, 250 hp car. I plan on keeping the thing for quite a while, and just might buy a used '08 or '09 LGT when it comes time to get rid of the current one.
Tony L @ Apr 25th 2008 7:33PM
Yeah, I've had my eye on a Subie for a long time (can't justify getting one as I had gotten a Failwagen Jetta). My sis jumped ahead of me a couple years back, got a Legacy and has already decided there's no other brand for her. Love indeed.
Quattrofan @ Apr 25th 2008 7:34PM
What really makes a Subaru a Subaru?
Dunno! I blown head gasket? ;-)
Kevin @ Apr 25th 2008 7:46PM
...don't get me started on the problems that make an Audi an Audi... ;) :P
Craig @ Apr 26th 2008 9:26PM
Blown head gasket?
I have had 3 Subarus so far with a total distance covered between them of 300,000 km, with my oldest (a '92) currently sitting on 315,000 km (I bought it at 118,000 km). Not one blown head gasket between the lot of them. I drive the old banger hard, real hard, but never a problem there. Maybe you just thrash your cars.
Alex @ Apr 25th 2008 7:34PM
i am a gearhead and i loved my 1999 Subaru Legacy GT wagon. The only thing i did to it was a tighter suspension. It had great balance, good handling, great acceleration and torque (for a 4 cylinder).
I traded it in a few years ago and i have missed that car every day since. I loved my Subaru.
AK @ Apr 25th 2008 7:39PM
You guys have obviously never dry-drifted an unmodified, 19 year old station wagon around a curve while maintaining perfect control.
What makes a Subaru a Subaru? Cloaked bad-a$$ness.
Richard @ Apr 25th 2008 9:42PM
+1 on that AK
Kevin @ Apr 25th 2008 9:45PM
Thirded.
mk @ Apr 25th 2008 9:56PM
+1 fourthed.
And sometimes it isn't even that well cloaked. :D
PJ @ Apr 25th 2008 11:22PM
Fifthed. I felt like a kid in a candy store when I discovered my Impreza L wagon could flick-oversteer on demand. Miss that car.
Weird slogan though. It seems like it would only speak to current or former Subaru owners, and they've already bought in.