automotive

Subaru Focuses On Crosstrek's Attributes


Subaru of America is playing up the attributes of its all-new 2018 Crosstrek in a campaign breaking today.

Created by agency of record Carmichael Lynch and directed by Lance Acord, the two new spots are part of a larger campaign around the vehicle launch featuring pre-roll videos and a full digital integration including engaging partnerships and activations to further bring the content to life. 

“This is the largest launch effort we have planned for this car line, and we are very excited about the plan and the creative,” Brian Cavallucci, national advertising manager, Subaru of America, Inc., tells Marketing Daily. “Our TV and digital plans for the all-new Crosstrek are the bulk of the launch plan, but we also have some media partnerships for this launch that includes co-branded content, as well as some national brand partnerships and retailer launch events.”

advertisement

advertisement

The media partnerships will be with Amazon, BuzzFeed and TripAdvisor, he says.

In "Forever Young,” a stoic, old fisherman with a long-lasting, older Subaru is hoping to enjoy a day of solitary fishing. But when a young surfer in a 2018 Subaru Crosstrek also arrives at the same remote beach, it’s revealed that these two men -- and their cars -- have far more in common than it seems. 

"Welcome to the Pack” shows a young couple on their first weekend road trip. The young man repeatedly tries to win the affection of his new girlfriend’s faithful -- but very skeptical -- old dog.

The Subaru target for the all-new Crosstrek is similar in many ways to the target for other vehicles in the automaker’s lineup, Cavallucci says. 

“They are active and adventurous, and use their vehicles to enable them to live their lives,” he says. “They want a car that is safe and reliable, will last a long time and get them to the places they want to go. For this vehicle in particular, the target is younger than other models in our lineup. So overall very similar, just a bit younger.”

The campaign also includes a series of 15-second pre-roll videos, featuring unconventional recreational activities such as zorbing, extreme hammocking, and kayaking down a snowy mountain (sno-yaking). These videos aim to reinforce the adventuresome side of the Subaru brand, in a format that is perfect for short- duration content. 

When Subaru first launched the Crosstrek, the volume target was very low, Cavallucci says.

“Since that time, the Crosstrek has become the third best-selling vehicle in the Subaru lineup, behind Outback and Forester,” he says. "The car itself is fantastic, and we are very excited about the launch plan and the new creative. The media partnerships we have built with Amazon, BuzzFeed and TripAdvisor are all very new and exciting, and we’re eager to see how consumers react to these initiatives."

Next story loading loading..