Subaru DM, Promo, Case study SUBARU XV RESCUE by Leo Burnett Sydney

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Industry Cars
Media Direct marketing, Promo & PR, Case study
Market Australia
Agency Leo Burnett Sydney
Director Justin Mcmillan, Patrick Fileti, Dave Klaiber, Cameron Harris
Executive Creative Director Andy Dilallo
Art Director A. Chris Moreira, Kieran Ots
Copywriter Gary Dawson, Mark Scholler
Designer David Mugford
Released July 2010

Credits & Description

Category: Cars & Automotive Services
Product/Service: SUBARU IMPREZA XV
Date of First Appearance: Jul 11 2010
Entry URL:
Executive Creative Director: Andy DiLallo (Leo Burnett)
Creative Director: Gary Dawson (Leo Burnett)
Digital Creative Director: Kieran Ots (Leo Burnett)
Copywriter: Mark Schöller (Leo Burnett)
Art Director: A. Chris Moreira (Leo Burnett)
Art Director: Kieran Ots (Leo Burnett)
Copywriter: Gary Dawson (Leo Burnett)
Art Director: Cameron Harris (Leo Burnett)
Director: Cameron Harris (Leo Burnett)
Director: Patrick Fileti (Leo Burnett)
Planner: Gillian McNaughton (Leo Burnett)
Developer: Kevin Brown (Leo Burnett)
Agency Producer: Rita Gagliardi (Leo Burnett)
Digital Producer: Shani Tomkins (Leo Burnett)
Designer: David Mugford (Leo Burnett)
Interface Developer: Keong Seet (Leo Burnett)
Director: Justin McMillan
Senior Account Director: Libby Weston-Webb (Leo Burnett)
Account Manager: Thomas Grace (Leo Burnett)
Director: Dave Klaiber (Leo Burnett)
Media placement: Radio - Launch Promo - Nova - 18 July 2010
Media placement: Ambient/street Teams - Various Locations In Capital Cities - W/c 15 August
Media placement: Online-Website - Website - 11 July 2010
Media placement: Online - Banners - Website - 11 July 2010
Media placement: Twitter - Online - 11 July 2010
Media placement: Posters - Capital Cities - July 2010
Insights, Strategy & the Idea
SUBARU wanted to launch the SUBARU XV, a crossover car- to a target audience of 22-28 year olds. The problem was, SUBARU as a brand didn’t resonate with this younger audience. They saw it as a brand for their parents. To connect with this generation we noticed that they were fast becoming a nation of workaholics, putting in longer hours than our European, Japanese, and American counterparts. With this insight in mind, we positioned the all-new SUBARU IMPREZA XV as the antidote to a dull, mundane life, a car that could reconnect young Australians with their birthright- the great outdoors.
Creative Execution
With the SUBARU XV at its heart, we launched XV Rescue; a SUBARU funded Public Service dedicated to saving Australians from the daily grind. We created a community-based campaign that recognised the symptoms of an overworked nation. Rich media banners, along with national radio enabled us to reach out to deskbound office workers and those stuck in factories and the service industry. We opened xv, our unique online emergency centre designed to offer assistance and a diagnosis to those who could no longer cope. We even delivered a full appraisal of their lack-lustre lives by analyzing their Facebook content. Those in dire need were whisked away in the SUBARU XV and handed over to a team of celebrities for a life changing experience designed to reconnect them with a world they’d long forgotten. Each experience was turned into online episodes to connect with a broader audience.
Results and Effectiveness
For the first time, SUBARU Australia leveraged multiple social media channels to create widespread online dialogue around a new product launch. Close to 7,000 unique users interacted with our online tool for an average of 3.10 mins. Within 8 weeks SUBARU had sold all SUBARU XV’s. Their sales target had been achieved in a quarter of the time projected; what’s more, they’d established a significant foothold in a market segment they had previously not occupied- Crossover vehicles. More importantly, SUBARU had begun a conversation with a target audience they’d never previously appealed to.