Subaru “Love” Campaign

Hannah Doyle - Lee Brown

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