Mobile addicts take note! Subaru Canada’s new marketing campaign for the new-generation 2015 Outback acknowledges people’s fixation on their mobile devices and tendency to document an experience on social channels rather than actually experiencing the adventure itself.
Developed by DDB Canada’s Toronto office, the new campaign evolves Outback’s former “Get Out More” positioning to support the new-generation vehicle as being perfectly “Equipped For Life’s Authentic Adventures.” The campaign targets people aged 45-69 years old, who lead an active and outdoorsy lifestyle and require a vehicle to enable their adventurous pursuits.
“This creative was inspired by the insight that the target are real outdoors people, who appreciate being in the moment and not on the fringe of adventure,” says Paul Wallace, executive creative director, DDB Canada Toronto. “The campaign is for people who believe that the adventure itself is more important than then social credibility you get from posting about it online.”
The national integrated campaign includes two spots “Group Photo” and “Bad Reception” that will run in cinema, on TV and online; standard and rich online banners with one execution prompting users to spin a compass to find the closest national or provincial park in their region; print advertising that pokes fun at people’s dependence on social media; and special in-dealership materials that allow people to “test drive” an adventure with fun face-in-hole displays. The campaign kicked-off on July 21, 2014 and runs until the end of the year.
With all the versatility of the previous generation and significant upgrades the 2015 Outback is more capable than ever, making it perfectly equipped to handle true outdoor adventures, no matter how remote they might be,” says Geoff Craig, director of marketing, Subaru Canada. “The new positioning is a good fit to reinvigorate the brand by juxtaposing the authentic adventures of the Outback driver with the not-so-authentic experiences of others.”
Creative Credits:
Ad Agency: DDB Toronto, Canada