After seven years and seven different ad campaigns, Subaru was at a crossroads. They had a small, passionate fan base, but needed to stand for something with broad appeal. We knew buying a car was an emotional decision. So, we took an emotional approach. Subaru fans told us just which emotion it should be.
We set Subaru apart from holiday consumerism with a sales event more in the spirit of the season. You buy a car, Subaru gives money to charity. It’s the same high road we have taken across our entire body of Subaru brand work.
We used partnerships and integrations to turn brand stereotypes into strengths. A "Portlandia" integration made Subaru a brand that can laugh at itself. Celebrating the National Parks by commissioning a custom Pendleton blanket reinforced the brand's connection to the outdoors.
Designing, building, maintaining and updating a website for an auto brand is not for the timid. We have designed and refined every aspect of Subaru.com, creating one of the most optimized auto sites on the Web today.
Subaru owners’ passions became their very own print campaign, putting Subaru owners, the things they love, and the things they love to do on a pedestal for the world to see.
What a long strange trip it’s been. Sales have tripled and grown to all-time highs. Still outspent by the competition, Subaru is now heard loud and clear.