When we began our partnership with Subaru in 2007, the brand was stuck in neutral. Sales were flat. The company had tried one rational approach after another, going through six campaigns and seven agencies in as many years. We discovered the reason people came to the brand wasn’t rational at all. It was all about love. Subaru drivers loved life. They loved the outdoors. They loved pets. They especially loved the venerable old Subaru they’d been driving forever. The Love campaign was born. In the years since, sales and market share have more than tripled. Love has spread to every level of the brand.
See the World
Welcome to the Pack
At the heart of our acclaimed Subaru TV work are pure, honest stories of Subaru drivers and the things they’re passionate about. A father who still sees his daughter as his baby, even as he hands her the keys to the family Subaru – with, of course, a heartfelt talk about safety. Or, for those with a heart for adventure, a couple who learns to use all their senses to see the world. We’re putting love at the center of our Subaru stories. People everywhere are feeling it.
There’s a lot of room for love in the mass culture. We’ve been making the most of it with inventive media partnerships. We’ve discovered content tailor-made for Subaru drivers, like the comedy cable show “Portlandia.” We’ve hijacked the conversation of the biggest mass audiences. Take a look at the way our Puppy Bowl ads stole the show on Super Bowl Sunday. Our goal is to deliver fun surprises to potential Subaru drivers everywhere they turn in the mass culture.
Meet an Owner
Nothing convinces like word of mouth. We fast-forwarded that tactic into the digital age with our Meet an Owner site for Subaru. It brilliantly matches potential customers with current Subaru drivers. Their authentic stories and shared passions make the case for driving a Subaru in ways that go far beyond traditional advertising. Meet an Owner is just one example of how we’re using the digital space to spearhead our messages rather than merely supplement them.
The beauty of the Love campaign is the way it keeps spreading. The Dear Subaru campaign is a perfect example of that. Subaru drivers tell us their own love stories, providing the content for the ongoing “Dear Subaru,” series. The stories are fascinating. So is the enthusiasm Subaru owners have for telling them.
Life of Safety
The Subaru Safety Story
When national agencies like the Insurance Institute for Highway Safety (IIHS) put out their safety ratings, Subaru vehicles routinely top the list. We saw the potential in that to give Subaru the No. 1 position in automotive safety. We’ve made safety a big part of the storytelling in the Love campaign, which has turned it from rational argument to a deep emotional connection. Ask people what vehicle they’d want their most precious cargo to ride in. The answer is a Subaru.
The Love Promise
The success of the Love campaign made it clear that we were talking about a lot more than just selling cars. The Subaru Love Promise expresses the vision of the company and its retailers to show love and respect to all people at every interaction with Subaru. Subaru Loves the Earth. Subaru Loves Pets. Subaru Loves Learning. Subaru Loves to Care. These are just some of the ways the Love Promise comes alive as we join with Subaru and their retailers to help make the world a better place.