Subaru Design & Branding SUBARU AUDIO TOUR by Leo Burnett Sydney

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Industry Cars
Media Design & Branding
Market Australia
Agency Leo Burnett Sydney
Executive Creative Director Andy Dilallo
Art Director Mark Scholler
Designer A. Chris Moreira
Photographer Amir Mireskandari
Illustrator Stuart Tobin, John-Henry Pajak
Released October 2010

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Product/Service: SUBARU
Date of First Appearance: Oct 1 2010
Executive Creative Director: Andy DiLallo (Leo Burnett Sydney)
Copywriter: Mark Schöller/A. Chris Moreira (Leo Burnett Sydney)
Art Director: A. Chris Moreira/Mark Schöller (Leo Burnett Sydney)
Designer: A. Chris Moreira (Leo Burnett Sydney)
Illustrator: Stuart Tobin/John-Henry Pajak (Leo Burnett Sydney)
Photographer: Amir Mireskandari (Leo Burnett Sydney)
Production: Mike Levy (What to do)
Account Director: Libby Weston Webb (Leo Burnett Sydney)
Account Manager: Thomas Grace (Leo Burnett Sydney)
Media placement: DM Pack - Mailings To New Subaru Owners - 1st October 2010

Describe the brief from the client
Rather than a boring letter, Subaru wanted to welcome new customers to their brand in a way that would not only excite and educate them about their car purchase, but also bring to life the new brand promise of being ‘All 4 the Driver”.

Describe the challenges and key objectives
Subaru Australia had recently re-launched their brand as being "All 4 the Driver" and wanted to welcome new customers in a way that brought this philosophy to life beyond mere words. This Welcome Pack needed to live up to the new brand promise by delivering a relevant, engaging and practical experience designed with only one person in mind – the Subaru driver. And it did.

Describe how you arrived at the final design
We took design cues from both Subaru’s ‘angled’ typeface and the number “4” in Subaru’s new brand positioning “All 4 the Driver”, which forms an integral part of Subaru’s All-Wheel Drive heritage in Australia.

Give some indication of how successful the outcome was in the market
The response from new Subaru owners couldn’t have been more favourable. In fact, Subaru recorded more positive feedback than from any previous DM communication, with many customers commenting they had never received such a refreshing and useful ‘welcome’ following any major purchase. And while initially only available to new car buyers, the success lead Subaru to extend the experience to all Subaru owners.