Knowing that copious amounts of snow on the roads would cause some Canadian drivers to get stuck, Subaru set up a helpful (albeit tongue-in-cheek) winter marketing stunt. After a particularly heavy snowfall in Montreal, Subaru surprised 500 non-Subaru drivers with a branded blue shovel to free their vehicles from a mountain of snow that had piled up overnight.
On the handles of the snow shovels, Subaru included a message that read: "While waiting for your all-wheel drive," cleverly showing that Subaru drivers don't find themselves as helpless in the winter as many others do. Although the stunt definitely takes a jab at drivers who have chosen to buy a different brand name car, at least Subaru is still willing to lend a helping hand to those who support its competitors.
What's Driving This Trend
- Branded Winter Tools
- Create branded winter tools to engage with consumers and provide a useful product during snowy conditions.
- Tongue-in-cheek Marketing
- Use humorous and clever marketing stunts to generate buzz and promote brand superiority.
- Competitor Support Initiatives
- Offer assistance and support to consumers who choose competitor brands to showcase goodwill and attract potential customers.
Who This Affects Most
- Automotive
- The automotive industry can explore creative marketing strategies and branded product offerings to differentiate themselves and increase brand affinity.
- Outdoor Equipment
- Focus on designing and promoting innovative winter tools and equipment that provide utility while capitalizing on branding opportunities.
- Marketing and Advertising
- Leverage humor and clever marketing tactics to create impactful campaigns that generate interest, conversation, and brand loyalty.
