Subaru DM AUDIO TOUR by Leo Burnett Sydney

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Industry Cars
Media Direct marketing
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: Dimensional Mailing
Advertiser: SUBARU
Product/Service: AUTOMOBILE
Date of First Appearance: Oct 1 2010
Executive Creative Director: Andy DiLallo (Leo Burnett)
Copywriter: Mark Schöller/A. Chris Moreira (Leo Burnett)
Art Director: A. Chris Moreira/Mark Schöller (Leo Burnett)
Designer: A. Chris Moreira (Leo Burnett)
Illustrator: Stuart Tobin/John-Henry Pajak (Leo Burnett)
Photographer: Amir Mireskandari (Leo Burnett)
Production: Mike Levy (What To Do)
Media placement: DM Pack - Post - 1st October 2010

Describe the brief/objective of the direct campaign.
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 creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created a ‘Welcome Pack’ that gave new Subaru owners an audible, hands-on introduction to their new car. So instead of wading through a dry manual, you simply switch on the enclosed MP3 player, pop on the headphones, and then take an interactive ‘audio tour’ in and around your new car where you’ll discover plenty of interesting bits of info you never knew about.

Explain why the creative execution was relevant to the product or service.
Subaru Australia had recently re-launched their brand as being "All 4 the Driver" and wanted to welcome new customers in a way that would bring this philosophy to life beyond mere words. This Welcome Pack truly lived up to the new brand promise by delivering a relevant, engaging and practical experience designed with only one person in mind – the Subaru driver.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
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.