Engineered to perform, the all-new 2015 Subaru WRX and WRX STI are the best-handling WRX models ever and the purest performance cars in their class. To convey the WRX’s exciting driving experience and impeccable control, Subaru Canada’s latest marketing campaign uses a fleet of animated quadrotor drones that cluster into a spectacle of obstacles, arches and white-knuckle road bends that the WRX navigates through with precision, ease and control.
“There is no existing course that could adequately demonstrate the WRX’s instantaneous reaction time, high-speed cornering and remarkable handling – so we created our own,” says Rob Sturch, associate creative director, DDB Canada. “We created the ultimate precision course out of moving drones. And using digital technology that replicates the real-world capabilities of the WRX STI, we see it conquer this course as it would in real life, reacting instantaneously and performing dynamically, regardless of what’s put in its way.”
Developed by DDB Canada’s Toronto office, the 30-second spot “2015 WRX STI vs. the Drones” launches on television, online and in cinemas across Canada this week and is being supported by print and digital advertising, point of sale materials and a social outreach program targeting key automotive, technology and gadget influencers. At the end of April, a branded experience with Xbox LIVE is slated; where users can watch “2015 WRX STI vs. the Drones,” take a closer look at the redesigned WRX with 360-degree rotation views of the vehicle and race through a drone-driving-course game.
While still appealing to the WRX’s strong following of tuners, passionate gearheads and thrill seekers, the new campaign targets a broader group of driving enthusiasts that are excited at the prospect of owning a performance car, but don’t want to compromise on style.
“We’re going after a different kind of buyer. Someone who wants a more precise and perfected driving experience,” says Geoff Craig, director of marketing, Subaru Canada. “The 2015 WRX has dramatic visual and performance improvements that is sure to stir interest with this new target.”
Creative Credits:
Ad Agency: DDB Toronto, Canada