The award-winning media plan took an untraditional approach to promoting a vehicle launch – instead of focusing on large broadcast buys and mass media, the plan was built around promoting a trailer for a grindhouse-style film titled “The Ride of Her Life.” The approach got the attention of the WRX STI consumers, while the medium allowed the vehicle’s performance features to be shown in ways that might not be possible in conventional television spots.
The media plan was built in lockstep with the creative idea, marketing the trailer as though it would be made into a film. Consumers were exposed to “The Ride of Her Life” trailer on movie websites including Rotten Tomatoes and Flixster, through placements on YouTube and Xbox, and even with exclusive bonus content developed in partnership with Funny or Die.
Was the plan risky? “Absolutely,” says Brian Cavallucci, National Advertising Manager at Subaru, but “consumers who purchase cars like the WRX STI know the product inside and out…and we needed to do something different to reach them in an authentic, but fun way.” And it’s been successful. “The plan exceeded expectations,” stated Cavallucci. Almost 18,000 WRX STI models have been sold in the US so far this year, a 33% improvement over 2013.
“When the goal is big results, it takes brave work,” says Carmichael Lynch President Marcus Fischer. “We’ve built a partnership with Subaru that is based on trust and successful calculated risks, which has allowed for work that makes an impact.”
For more information, contact Ellie Taylor at firstname.lastname@example.org or 612-334-6050.