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Old 04-24-2008, 01:55 AM   #1
squid_sti
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Default NYT on Subaru ads (See the Brat on TV ...

Quote:
Research shows that owners are ardent about their Foresters, Impreza WRXs, Outbacks, Tribecas and other Subarus. Subaru owners keep their vehicles longer than the average car owner, and talk about them approvingly to people they know.
Quote:
A perception fought for years by Subaru agencies and marketing chiefs is that the brand is more appropriate for offbeat, even fringe types of car owners than mainstream drivers.

“These people are proud they’re not like everyone else,” Mr. Colasanti acknowledged, “and we’re not going to be the car everyone has.”

Why you wanna beat that brat with a bat ?

http://www.nytimes.com/2008/04/24/bu...ia/24adco.html

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Old 04-24-2008, 09:32 AM   #2
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I hope someone can upload those two videos from the article up to Youtube, because they aren't playing for me. Maybe my HOSTS file is blocking something.
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Old 04-24-2008, 09:43 AM   #3
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Videos work for me. I like the two commercials in the article. Good change of pace IMO The others that they describe sound very promising, too. They definitely pulled off the more emotional side of advertising.
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Old 04-24-2008, 09:53 AM   #4
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Good story, and I think they are on the right page with these ads. I definately agree with the point made that everyone knows they are good in the snow, time to move on.
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Old 04-24-2008, 09:57 AM   #5
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I could see, however, that these ads won't appeal to new customers as much elicit emotions from current Subaru owners.
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Old 04-24-2008, 10:12 AM   #6
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Quote:
Originally Posted by Hank3 View Post
I could see, however, that these ads won't appeal to new customers as much elicit emotions from current Subaru owners.
New customers might not relate to the ads very well, but they probably know someone who owns a Subaru. The ads might make them wonder why Subaru owners feel the way they do about their vehicles and ask questions, which might lead to new owners.
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Old 04-24-2008, 10:39 AM   #7
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I dunno.. the whole "I love what you do for me, Toyota!" campaign in the early 90s pretty much set up Toyota for where they are today: droves of emotionally attached customers. If it can work for bland ole Toyota.. it can sure as hell work for Subaru.

http://video.google.com/videoplay?do...38604781762661
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Old 04-24-2008, 11:46 AM   #8
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That was probably the best commercial from subaru I've ever seen. I've BEEN that guy before, and I think this is gonna do the opposite of what the new impreza did, keep the enthusiasts around.
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Old 04-24-2008, 06:36 PM   #9
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SOA issued a press release today about the new ad campaign from Carmichael Lynch. From http://www.prnewswire.com/cgi-bin/st...4800059&EDATE=:
Quote:
Subaru of America, Inc. Unveils New Marketing Campaign

Love. It's What Makes a Subaru a Subaru

CHERRY HILL, N.J.
, April 24 /PRNewswire/ -- Subaru of America, Inc. today announced a new marketing campaign based on the strong emotional bond Subaru owners have with their vehicles. The campaign, developed by the company's brand agency, Carmichael Lynch, features print, TV and digital media components.

Two key research-based insights led to the campaign: the first was that while most consumers have heard of Subaru and believe it to be a good product, 60 percent have no strong emotional opinion or attachment to the brand. The second was that Subaru owners are known for their outspoken passion and love for the brand, and this applied across all models around the country.

The campaign squarely places the car and the consumer at the center of the advertising. John Colasanti, chief executive officer of Carmichael Lynch said, "Subaru owners are 'experience seekers' -- they want to live bigger, more engaged lives. They choose Subaru as a conscious alternative to the mainstream. To them, the car is the enabler of that bigger life."

By focusing on the love they have for their car, Subaru is challenging non-owners: do you love your car?

"Love is the most powerful emotion and "I love my Subaru" is the most used phrase I hear about our brand," says Tim Mahoney, chief marketing officer for Subaru of America, Inc. "We wanted to show the bond between Subaru owners and their cars through this work."

Kevin Mayer, director of marketing communications for Subaru of America, Inc., states, "In the past, a lot of work was done that spoke to the strong rational reasons for buying a Subaru -- now, we're adding a level of communication that focuses on the heart, or the emotional connection owners have with their Subaru."

The work is split into three tiers: The Heart, The Brain, and The Wallet, based upon the process of how consumers approach a new vehicle purchase.

The Heart tier answers the question -- "Why could this brand be for me" and is not just about Subaru's durable, reliable and capable vehicles, it's also about the love people have for the brand and how it enables them to lives their lives.
Heart TV Spots
Welcome Party
Subaru owners are individualists and yearn for richer experiences. Welcome Party tells the story of four brothers that travel in their Subaru Outback to the eastern most point in the U.S., every year, in order to be the first ones to welcome in the New Year. It's not an experience just anyone or car could have, but it is one a Subaru makes possible.

Subaru Heaven
For Subaru owners their vehicle becomes a trusted friend. Rather then just be sold off for scrap metal, Heaven shows how a Forester owner wants to make sure his well-traveled Forester has a special final parking spot. Followed by his friend in his new Forester, they make the journey to Subaru Heaven; a final resting place (recycling and salvage yard) for beloved old Subaru vehicles. Here the owner says goodbye to his old Forester, and drives away in his newly-redesigned Forester as he starts the next chapter of his life.

Priorities
Life is about making time for things that matter. A busy father caught up with multitasking at home takes a step back from work life to notice his son playing with a toy airplane and sees the opportunity to bond with his son. A trip in their Subaru Tribeca takes them to an airfield where they watch real airplanes flying overhead, giving his son a memorable experience.
The Brain tier answers the question: "Why is this the right vehicle for me now?" This tier features specific models and shows the rational side of buying a car with the unique features and benefits that come with owning a Subaru.
Brain TV Spots
Not for Sale
Forester owners ... are Forester owners. A couple decides to buy the newly-redesigned Forester and make room for it in their lives, and garage. Rather than sell their old Forester, they decide to sell their boat and keep both Foresters.

Wash Me
Outback owners search for adventure and escape the everyday. Wash Me shows an Outback owner traveling to remote deserted areas: Forest -- Mt. Biking, Beach -- Surfing, Desert -- Hiking. With his adventures has come dirt on the Outback, which he showcases as badge of achievement. Each time the man comes back to his vehicle there is no one around but the words "Wash Me" have been written on the rear window. Puzzled, the man drives off. The spot ends with a city shot of rain washing the dirt away; taking care of the car as nature and man had intended.

The Fly Out
The Subaru Forester enables confidence and empowerment in questionable conditions. A nature photographer travels to a remote, hard to reach, bird refuge in her newly redesigned Forester to photograph Canadian Geese. The seemly difficult trip over rough terrain is made easy with her newly- redesigned Forester. As she is setting up for the perfect shot her camera makes a noise startling hundreds of geese that fly away and leave a "present" on the Forester. The woman doesn't get the perfect shot, but has an experience that is even better.

Parking Meter
Impreza owners have an unspoken bond. A Subaru Impreza owner walking back to his car on a city street notices an Impreza WRX STI is about to get a ticket from a meter maid for an expired parking meter. Respecting the STI, he aspires to own one some day, he plugs the absent STI owner's parking meter before the meter maid can get to the Subaru vehicle and write the ticket. Confused, the meter maid sees the man get into the other Impreza and drive away.
The Wallet tier focuses on the financial and value aspects of buying a Subaru and allows for the inclusion of timely news and information and can be used for local dealer advertising.

About Subaru of America, Inc.

Subaru of America, Inc. is a wholly owned subsidiary of Fuji Heavy Industries Ltd. of Japan. Headquartered in Cherry Hill, N.J., the company markets and distributes Subaru Symmetrical All-Wheel Drive vehicles, parts and accessories through a network of nearly 600 dealers across the United States. Subaru makes the best-selling All-Wheel Drive car sold in America based on R.L. Polk & Co. new vehicle retail registration statistics calendar year-end 2005. For additional information visit http://www.subaru.com.

About Carmichael Lynch

Carmichael Lynch is one of the premier creative agencies in the world today. Its legacy of award-winning creative based on inventive ideas is unmatched. In addition to Subaru of America, Carmichael Lynch's roster includes Harley-Davidson, Jack Links Beef Jerky, Hasbro and many other category-shaking clients. The agency's fully integrated capabilities include award-winning advertising, public relations, design, relationship marketing and interactive. Carmichael Lynch is a winner of Cannes Lions, One Show Pencils, O'Toole Awards, Kelly Awards, Effie Awards and other international creative honors. http://www.carmichaellynch.com

Last edited by Jon [in CT]; 04-24-2008 at 06:57 PM.
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Old 04-24-2008, 07:22 PM   #10
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^^^^ the parking meter one sounds interesting, but I thought that was illegal.
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Old 04-24-2008, 08:18 PM   #11
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Quote:
Originally Posted by boundy3 View Post
^^^^ the parking meter one sounds interesting, but I thought that was illegal.
Only in Selected States... i.e CALIFORNIA... california and Kalifornia!

The second commercial was great. That's a great idea to part a Subaru in a Subaru grave'yard and you just drop by when you need some random parts. =D Awesome
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Old 04-24-2008, 10:45 PM   #12
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Frankly, I'm not really going to be interested in another Subaru until they start showing the G4E commercial where the owner notices his gas gauge reads "E" and he drives past gas station after gas station, then plugs the car in when he gets home. Our Subies are thirsty beasts, and no amount of feel-good marketing drivel is going to fix that.
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Old 04-25-2008, 12:33 AM   #13
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Originally Posted by Chromer View Post
Frankly, I'm not really going to be interested in another Subaru until they start showing the G4E commercial where the owner notices his gas gauge reads "E" and he drives past gas station after gas station, then plugs the car in when he gets home. Our Subies are thirsty beasts, and no amount of feel-good marketing drivel is going to fix that.
Don't be such a negative nancy.
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Old 04-25-2008, 12:57 AM   #14
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I like them. Makes me want another Subaru frankly.
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Old 04-25-2008, 02:43 AM   #15
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During the "I love what you do for me" era, Japan was coming off the tailend of the bubble economy and Toyota was flush with cash, which allowed them to "overbuild" every car they sold during that period and attract many of their current repeat customers. That's how they overtook Nissan and Honda... I remember my parents deciding to buy a Camry V6 when they saw that it was $6k cheaper than a base Legend and the same basic car as an ES300, not to mention that it came with standard stabilizer bars and an ATF cooler, which was pretty advanced for the time in that class.


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Originally Posted by Beaverboy View Post
I dunno.. the whole "I love what you do for me, Toyota!" campaign in the early 90s pretty much set up Toyota for where they are today: droves of emotionally attached customers. If it can work for bland ole Toyota.. it can sure as hell work for Subaru.

http://video.google.com/videoplay?do...38604781762661
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Old 04-25-2008, 03:05 AM   #16
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concepts sound interesting. can't wait to check out the commercials.

these upcoming ads seem interesting. I wonder how they will play out.
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Old 04-25-2008, 03:09 AM   #17
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who's frankly
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Old 04-25-2008, 03:21 AM   #18
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http://www.youtube.com/watch?v=nJZBtbkGSfM

hehe I'm liking this sumo car wash forester ad alot. is this a US commercial?
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Old 04-25-2008, 10:40 AM   #19
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Quote:
Originally Posted by fastwrx25 View Post
http://www.youtube.com/watch?v=nJZBtbkGSfM

hehe I'm liking this sumo car wash forester ad alot. is this a US commercial?
Can you read the beginning?
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Old 04-25-2008, 03:54 PM   #20
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^^apparently not
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Old 04-25-2008, 05:26 PM   #21
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subaru heaven brought a tear to my eye!
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Old 04-25-2008, 09:26 PM   #22
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subaru heaven brought a tear to my eye!
It just pissed me off, 300,000 miles on a Forester is nothing, and letting a car sit on a hilltop full of gas, rusting and sending heavy metals into the environment is not the image they want.

Subaru heaven is VT, 1986 Subaru GL wagons still driving everywhere with like a million miles... THAT is Subaru heaven folks.
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Old 04-25-2008, 09:52 PM   #23
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^You know not everyone thinks that logically.
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Old 04-26-2008, 01:03 AM   #24
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Quote:
Parking Meter
Impreza owners have an unspoken bond. A Subaru Impreza owner walking back to his car on a city street notices an Impreza WRX STI is about to get a ticket from a meter maid for an expired parking meter. Respecting the STI, he aspires to own one some day, he plugs the absent STI owner's parking meter before the meter maid can get to the Subaru vehicle and write the ticket. Confused, the meter maid sees the man get into the other Impreza and drive away.
In PRON 7 there will be a noise cop handing out foam earplugs to pedestrians as catback spt sti/wrx cruises by.


"It's like punk rock, only it's a car"
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Old 04-26-2008, 01:36 AM   #25
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It just pissed me off, 300,000 miles on a Forester is nothing, and letting a car sit on a hilltop full of gas, rusting and sending heavy metals into the environment is not the image they want.

Subaru heaven is VT, 1986 Subaru GL wagons still driving everywhere with like a million miles... THAT is Subaru heaven folks.
It's meant to be a wrecker's yard - if a somewhat romanticists one. All heavy metals will be removed.
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