Subaru DM STABILITY BALL by Z+ Sao Paulo

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Industry Cars
Media Direct marketing
Market Brazil
Agency Z+ Sao Paulo
Executive Creative Director Leo Macias E Alan Strozenberg
Creative Director Leonardo Macias
Art Director Luigi Alliegro
Copywriter Americo Vizer
Producer Diogo Piccinino
Account Supervisor Vicente Raggio
Released October 2010

Credits & Description

Category: Cars & Automotive Services
Product/Service: AUTOMOBILE
Agency: Z+
Date of First Appearance: Oct 5 2010
Entrant Company: Z+, Sao Paulo, BRAZIL
Executive Creative Director: Alan Strozenberg (Z+ Publicidade)
Creative Director: Leonardo Macias (Z+ Publicidade)
Art Director: Luigi Alliegro (Z+ Publicidade)
Copywriter: Américo Vizer (Z+ Publicidade)
Producer: Diogo Piccinino (Z+ Publicidade)
Art Buyer: Alice Imamura (Z+ Publicidade)
Owner: Danielle Moral (Ateliê Artístico Moral)
President: Carlos Alberto de Oliveira Andrade (SUBARU DO BRASIL)
Account Supervisor: Vicente Raggio (Z+ Publicidade)
Media placement: Direct Mail - Sent By Mail To 200 People - 5 October 2010

Describe the brief/objective of the direct campaign.
The new Subaru Impreza WRX STI has the best 4x4 system in the world, the Smart SAWD. It provides a unique and super advanced stability control, especially in high speed corners. We needed to get the message about it across that to a very targeted audience, made of fast sports cars lovers, people with very high income. This audience is usually too busy and prior communication to gather test drives failed to produce much effect.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Since taking this public to the dealership for a test drive is very difficult, we decided to change our way of thinking: we took some of the test drive to the audience. 200 people were selected as target to receive a fun an unusual direct mail to clearly demonstrate that the main benefit of the product.

Explain why the creative execution was relevant to the product or service.
We created a direct mail with a simple and innovative technology, which highlights the main benefit of Subaru’s SAWD System. The piece is a small acrylic ball containing a replica of the Subaru Impreza inside designed to be rolled. But no matter how you roll the ball, the car will always remain stable and not capsize, even in harder changes of direction. Thus, in a playful way, we have shown how the traction control works without the need to travel to a dealership.

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.
Out of 200 people who received the piece, 78 contacted the dealership for more information about the car. During the months that followed the campaign Subaru got 30% of sales increase. The piece has also generated enough word-of-mouth. We added a fun and cool image to the brand, turning a simple direct mail in a fun design piece.