emotional brand mapping

Agenda

• Subaru’s challenge to Carmichael Lynch • “Love "campaign and evaluate its

effectiveness• “Dog Tested. Dog Approved.” Campaign • Group activity-develop local campaign (IMC)

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

Subaru’s Sales 2007

• A single Honda model, the CR-V, outsold all the Subarus by selling 219,160 units

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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

Carmichael Lynch

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

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#

Baby Driver

• do you think the emotional connection is effective? • who is the target market?

http://www.youtube.com/watch?v=JQrUWEIMHaY

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

“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

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

Animal Planet’s “Puppy Bowl IX”2013

• more than 116,000 dog owners signed up across U.S.

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

canine social networking site Dogbook rolls out with an all-new design and Subaru integration

Social Media Engagement

Social Media Engagement

http://www.facebook.com/subaruofamerica/app_389539224463029

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

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 like-minded individuals to consider the brand.

• Focus on Desire in AIDA model

Example of MN Cabin Love

References Trying to Connect in a Crowd, NYT 2008 http://www.nytimes.com/2008/04/24/business/media/24adco.html?_r=0Case Study 2010-Subaru of America: Owner Love Campaign https://thearf-org-aux-assets.s3.amazonaws.com/ogilvy/cs2011/2011_Subaru_Case%20Study.pdfSubaru dogs take center stage during Puppy Bowl IXhttp://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.pdfSubaru Puts Dogs in the Driver Seat for New Campaignhttp://adage.com/article/news/subaru-puts-dogs-driver-seat-campaign/141915/TV Ratings: Animal Planet's 'Puppy Bowl' Audience Swells During Superdome Blackouthttp://www.hollywoodreporter.com/live-feed/tv-ratings-animal-planets-puppy-418221 Subaru: Facebook Page Dog Testedhttp://creativity-online.com/work/subaru-facebook-page-dog-tested/30686Game Day Dog Walk Event Held on Super Sunday

http://drive.subaru.com/spr11_news.aspxSubaru "Dog Tested. Dog Approved.™" Campaign Returns with a New Pack of Dogs and New Canine Social Capabilitieshttp://www.media.subaru.com/newsrelease.do;jsessionid=34AA673057C6E776D62D83C9B30A9302?&id=312&allImage=1&teaser=subaru-dog-tested-dog-approved-campaign-returns-new&mid=168

References Using dogs to sell cars seems to be barking up the right treehttp://www.autonews.com/article/20120127/BLOG06/120129904#axzz2KcVJPcTw

Subaru’s Puppy Lovehttp://www.marketingpower.com/ResourceLibrary/Documents/newsletters/mne/2012/2/mne_subaru_dogs.pdf

Subaru Marketing & SWOThttp://teamsubaru.wikispaces.com/Marketing+Strategyhttp://teamsubaru.wikispaces.com/SWOT+analysishttp://teamsubaru.wikispaces.com/Strategic+changeshttp://teamsubaru.wikispaces.com/Secondary+marketing+research

Additional Readings: Why Emotional Messages Beat Rational Oneshttp://adage.com/article/cmo-strategy/emotional-messages-beat-rational/134920/What Makes the Love in a Subaru? Creative Brief Re-engineeringhttp://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 Brandshttps://msbfile03.usc.edu/digitalmeasures/choong/intellcont/published_EA_Measure_paper-2.pdf Exploring the emotional territory for brandshttp://b7innovation.com/Brandcept_article.pdf