2022 Winner

CASE SUMMARY

Like all car manufacturers, Subaru experienced a vertigo-inducing drop in sales as COVID-19 created huge shifts in consumer behaviour and priorities. Overnight, Canada’s roads were empty and commuting stopped. Add to that the economic uncertainty the pandemic unleashed and you’d be hard pressed to find circumstances less conducive to new-car sales.

The agency’s challenge was to navigate Subaru through the most uncertain conditions the automotive category had ever experienced and emerge stronger on the other side.

The pandemic put plans on hold for marketers in every category, including automotive. Subaru could have followed suit and taken a cautious approach, focusing on minimizing losses until more favourable circumstances returned.

Instead, they saw an opportunity to step up, not back. Being active in a time when competitors would likely hesitate to invest could pay big dividends, especially since most Canadian automotive companies pick up international creative, unlike Subaru, which creates
Canada-specific work.

The strategy they recommended: Don’t wait for sentiment to return to normal to support the brand. Do take the opportunity to be seen as an organization confident in its offering to Canadian drivers and maintain visibility when competitors are hesitating.

Fall 2020: The new Crosstrek campaign featured parents talking about their Crosstreks as though they were their kids, intent on enjoying the great outdoors. The construct showcased the vehicle’s capabilities and tapped into the COVID-induced desire to get outside.

Winter 2021: Ascent’s “Big on Everything” campaign showcased Subaru’s eight-seater SUV and was perfectly timed for families who’d been living on top of each other for months. The television commercial was an ode to space, demonstrating the family peace that’s possible with adequate room.

Spring 2021: “Made To Be a Subaru” focused on Subaru’s industry accolades for safety, trust, and resale value. This provided purchase reassurance, important for Canadians concerned about making major purchases during the pandemic.

Summer 2021: The launch of the new Outback Wilderness reflected the get-outside spirit of the brand. The campaign compared the vehicle to an animal being released into the wild, complete with a helicopter airlift into its natural habitat. Television was supported by out-of-home, digital, and social, as well as experiential, with mysterious cages that growled and shook set in high-traffic areas to create intrigue. All this was bolstered by always-on social content and retail promotion.

Despite all the twists and turns caused by COVID-19, Subaru experienced astonishing growth over the last year. The campaign increased total Subaru sales by 11,000 vehicles from June 2020 to May 2021, versus the same period a year prior. Subaru overtook Volkswagen in total number of vehicles sold in Canada
for the first time.

The brand experienced its best-ever July, August, September, October, and November 2020 and March 2021. They sold more than 6,700 Crosstreks in the first three months after launch (159.7% over the target), making it Subaru’s most successful launch ever. They also increased Ascent sales from January to May by 166% versus the same period a year prior.

Credits

Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Executive Creative Director: Wain Choi
Group Creative Director: Gerald Kugler
Writer/CD: Jonathan Smith, Dan Cummings, George Ault,
Art Director/CD: Patrick Shing, Susie Lee, Vic Bath, Jacob Gawrysiak
Art Directors: Sarah Quinto, Riley Keen
Writers: Julia Forrester, Laura Biggar
Account Team: Lauren Boultwood, David Tremblay, Maura Kelly, Hayley Blackmore, Jenn Gaidola-Sobral
Planning Team: Carly Miller, Tim Hopkins
Client: Subaru Canada
Clients: Don Gill, Sara Pimentel, Cynthia Bouris, Ted Lalka, Gary Sappleton, Don Durst, Curtis Lang
Media Agency: OMD
Media Team: Natasha Cappelli, Cobi Grein, Michelle Jairam,
Agency Producers: Clare Dietrich, Teresa Bayley, Houng Ngui, Revital Grunberg
Production House: Revolver, ANIMALS
Director: Scott Cudmore, Eric Crosland, Dave Mossop, Yael Staav
Production House Executive Producers: Miriana DiQuinzio, Chris Hutsul, Andrew Sulliman
Production House Line Producers: Andréa Fehsenfeld, Liam Benstead
Director of Photography: Eric Crosland, Dave Mossop, Christopher Soos
Post Production Company: Zulubot, Darling VFX
Editor: Max Lawlor, Jessie Posthumus, Brian Noon
Colourist: Wade Odlum, Alter Ego
Alter Ego Post Producers: Producer - Spencer Butt,
Executive Producer: Hilda Pereira
Music House: Vapor, Eggplant Music & Sound
Audio Director: Ted Rosnick, Adam Damelin, Dustin Anstey
Executive Producer: Kailee Nowosad
Engineer: Julian Rudd, Dan Horton
Photographer: Chris Robinson
Casting Directors: Andrew Hayes, Tristan Abraham - Powerhouse Casting
Digital Imaging: Pierre Bourjo, Brad Pickard
Mac Artist: Jeannette Downes
Printer: Pattison Outdoor