The car manufacturer partners with Zulu Alpha Kilo to show the benefits of owning one
Subaru Canada is making its case to Canadians on why there is no better vehicle to own. The new campaign, 'Made to be Subaru', leverages a series of TV and online videos that demonstrate a variety of significant claims to help inform consumers on the benefits of driving a Subaru.
The campaign uses an innovative technique to transition the footage from the past to present day where we get to see older and newer models in the same sequence.
One of the commercials speaks to the fact that 96.7% of Subaru’s sold in the last 10 years are still on the road today, touting their longevity. Another speaks to the fact that Kelly Blue Book has awarded Subaru as the most trusted brand for six years in a row. The third commercial speaks to fact that they have vehicles that have been an IIHS Top Safety Pick for 14 years in a row, while featuring their EyeSight safety technology. The final one speaks to the fact that Subaru has achieved the best resale value over the last 10 years, above all other mainstream brands, cumulatively.
“This campaign is intended to be provide people with compelling reasons to put Subaru on their list of vehicle to consider,” says Ted Lalka, senior vice president, marketing and product management. “We put so much effort into the quality, safety and durability of our products that we wanted people not to just take our word but also to see what the industry experts have to say as well.”
The national campaign will run throughout the autumn and into 2021.
“Looking at all of the accolades and awards Subaru has collected over the years really does make you think now, more than ever, that if you’re going to buy a new vehicle, you want one you can truly rely on,” says Wain Choi, executive creative director at Zulu Alpha Kilo. “These messages really support the case for the making the right choice in buying a Subaru.”
Zulu Alpha Kilo lead the strategy and creative development, Agence Rinaldi handled Quebec market creative and OMD was behind the media planning and buying.