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It is that time year when the automakers show of their latest model and Subaru Canada launched the campaign for their 2008 Impreza with the help the multi-disciplined communications agency DDB Canada’s Toronto office , “The Japanese car the Germans wish they’d made.”? Components of the campaign including English and French television and cinema spots, banners, site takeovers, and rich online media to drive consumers to the micro site imprezaenvy.com, and they have even leveraged Facebook by creating an account for Gunter, the German engineer.

Campaign Components:

Based around a long format interactive video, the microsite follows the German engineers’ journey as they come to grips with the stunning combination of advanced technology and engineering of the new Impreza, while at the same time, and within the context of the story, allowing potential customers to explore the vehicle’s many impressive features in greater detail.

- An out-of-home buy in Canadian major markets also puts the vehicle in the spotlight. Various executions utilize multiple reactionary quotes in German. For instance, one execution shows that a leading German automotive publication is cursing themselves with a quote that contains exclamatory symbols including the well-known umlaut (two-dots) above one of the characters.

- To further show that the German engineers have been bested and cannot contain their disappointment, impactful newspaper executions in both English and French are running in major city and national newspapers. A four-page gatefold contains a beauty shot of the Impreza on one side and the same shot with a target superimposed on top for German engineers to use as dart practice. In another centre-spread execution, readers see a large picture of a weeping German engineer on one side of the page and due to his tears, a smudged Impreza ad on the adjacent side.

- A highly targeted direct mail component continues the multi-layered story. The piece arrives to recipients looking like an authentic letter from overseas. When opened, consumers find an airmail letter from Gunter Shroder, a German engineer who must clear his conscience by trumpeting the virtues of the all-new 2008 Subaru Impreza. In addition to the personalized note, Gunter includes personal photos he’s secretly taken (delivered in a Fotomat envelope) showing the vehicle in all its glory along with handwritten comments extolling the new Impreza’s many virtues.

- A highly targeted direct mail component continues the multi-layered story. The piece arrives to recipients looking like an authentic letter from overseas. When opened, consumers find an airmail letter from Gunter Shroder, a German engineer who must clear his conscience by trumpeting the virtues of the all-new 2008 Subaru Impreza. In addition to the personalized note, Gunter includes personal photos he’s secretly taken (delivered in a Fotomat envelope) showing the vehicle in all its glory along with handwritten comments extolling the new Impreza’s many virtues.

- In Subaru dealerships, decals were placed on the new 2008 Impreza to highlight the features of its all-new design. Each piece contains a German exclamation such as “Neiiiin!,” quoting a German engineer in response to the well-known horizontally opposed Subaru boxer engine.

“The 2008 Impreza campaign has an innovative strategy and a strong creative platform,” says Don Durst, senior vice-president, sales and marketing, Subaru Canada. “We’re extremely pleased with the results the campaign has achieved so far. Sales of the new Impreza are already ahead of target, and I’m happy to say, the dealers are thrilled.”

Agency: Tribal DDB

Creative:

TV Spot (click below to view)

 

 Subura - 2008 Impreza [0:42m]: Play Now | Play in Popup | Download

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