Following the launch of Subaru Canada's new brand platform, the car company recently announced the launch of a new and "uncommon" Winter campaign. The new ad leverages an integrated, multi-media approach to demonstrate the auto brand's "uncommon capability and safety in threatening, winter environments."
During the launch spot, viewers see a Subaru Outback and Forester take on treacherous driving conditions, with the shots rapidly changing between the drivers as they approach each other. Within moments, viewers can sense a buildup of tension within and outside of the Subarus. As they meet and pass by each other, viewers will realize that everyone is safe and both Subarus are more than capable of meeting the harsh conditions.
"This campaign builds from our brand platform launch in the fall, in an exciting way," says Cynthia Bouris, Vice President, Marketing and Brand Management. "We wanted to clearly demonstrate an uncommon advantage our vehicles have when it comes to capability and safety in the winter months. We believe this campaign will give consumers a reason to further consider a Subaru when it they think about their next vehicle purchase."
Winter Driving Campaigns
Subaru Canada Debuted a New and "Uncommon" Winter Campaign
Trend Themes
1. Integrated Winter Campaigns - Integrated, multi-media campaigns that showcase vehicles' safety and capability in winter environments.
2. Winter-ready Vehicles - Auto manufacturers focusing on designing and promoting winter-ready vehicles with advanced safety features.
3. Virtual Winter Test Drives - Interactive digital campaigns that offer consumers virtual winter test drives to showcase vehicles' capabilities in winter conditions.
Industry Implications
1. Automotive - Auto manufacturers and dealerships can create more campaigns and offerings to focus on winter-driving vehicles and safety features.
2. Marketing and Advertising - Advertising agencies and marketing teams can collaborate with auto brands to create integrated campaigns that showcase vehicles' safety and capability in winter environments.
3. Technology - Technology companies can develop innovative solutions to offer interactive virtual winter test drives to consumers, creating a new market for online car buying experiences.