Subaru Germany: Strategy and Brand Campaign 2020

Task

Subaru has a loyal fan base in Germany. For the brand, the introduction of mild hybrid technology in 2020 constitutes a foray into a new age. Communication should win over existing as well as new customers.

Subaru Germany: Strategy and Brand Campaign 2020 aufgabe_en

Implementation

Existing communication aimed at special target groups is being expanded to include further outdoor target groups and younger families with outdoor lifestyles. In the communication, typical Subaru features are turned into benefits for the lifestyles of these target groups. Digitally orientated, these are targeted based on their interests.

Subaru Germany: Strategy and Brand Campaign 2020 umsetzung_en

outcome

The new technology has been accepted by existing as well as new customers. Target group expansion and digital drive were also able to acquire new buyer groups.

  • Subaru Germany: Strategy and Brand Campaign 2020 ergebnis_en
Subaru Germany: Strategy and Brand Campaign 2020 aufgabe_en
Subaru Germany: Strategy and Brand Campaign 2020 umsetzung_en
  • Subaru Germany: Strategy and Brand Campaign 2020 ergebnis_en

Future Profits

The new target groups open up the brand to untapped potential over the next few years. The set-up and expansion of digital contact were able to achieve additional buyer groups in a more targeted manner.


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