Renowned Japanese car brand Subaru launches a new model, the XV, this month with an integrated campaign – our first work since picking up the account last year.
The ‘Better Where It Matters’ platform highlights Subaru as a brand that eschews meaningless gimmicks in order to focus on things that genuinely set the driving experience apart.
For the XV those things are found in safety (awarded Euro NCAP’s BEST IN CLASS Safest Small Family Car 2017), capability (delivered through a combination of always on Symmetrical All-Wheel Drive and balanced Boxer engine) and unfaltering reliability.
Subaru’s Communications Manager, Alexandra Lyons, commented: “Auto advertising all looks and feels the same. The engineering that goes into our cars sets Subaru apart from that style over substance. We don’t have the biggest marketing spend in the car market so we need to outsmart others to win attention, and this work for the XV does just that.”
The work will run across TV, cinema, print and online creative as well as a media partnership with National Geographic.
This article was first published on campaignlive.co.uk