Subaru
Strengthening Customer Trust
The most successful Outback launch in Subaru's history
Service and Offer
Sector
Studio
Subaru's emotional drive
Subaru faced the challenge of positioning the Outback as the right choice of vehicle for potential customers.
The brand had to overcome fears stemming from safety-related product recalls and the fragility of a world grappling with ups and downs since COVID-19.
To combat these issues and foster trust, Subaru needed to shift perceptions—an effort that culminated in “the most successful Outback launch in Subaru's history.”
A campaign that saw Outback sales increase by over 75% in a decreasing market. There was also a 61% rise in word of mouth among current owners.
Subaru's creative approach harnessed the power of the deep emotional bond Subaru owners and their families have with the Outback. Once again positioning the vehicle as a symbol of reliability and connection and reinforcing its legacy as a trusted companion.
The campaign tapped into nostalgia and stability during uncertain times, reminding people of the Outback's role in their lives over 25 years.
By evoking feelings of optimism, pride and adventure, Subaru positioned the Outback as a source of comfort and joy. This was brought to life through an integrated campaign spanning TV, broadcast video on demand (BVOD), online video (OLV), social media, digital platforms and CRM, ensuring the message resonated broadly and deeply.
Outback's new journey
Project highlights
Challenge
Rebuilding trust
Subaru needed to reposition the Outback as a reliable choice amidst safety-related recalls and the uncertainties brought by the COVID-19 pandemic.
Solution
Showcasing legacy
The campaign focused on the deep emotional bond Subaru owners have with their cars, emphasizing the Outback's legacy of reliability and safety to inspire trust and nostalgia.
Outcome
Positive perception shift
By evoking optimism, pride, and adventure, Subaru successfully positioned the Outback as a comforting and joyful companion, using an integrated campaign across various media platforms to resonate widely.
Confidence in motion
Subaru successfully re-established the Outback as a dependable and emotionally resonant choice for drivers.
This emotionally rich, multi-channel effort not only rebuilt confidence but also drove remarkable growth, proving the Outback’s enduring appeal and Subaru’s ability to connect meaningfully with its audience.
Despite a declining market, Subaru saw a surge in Outback sales, with figures climbing more than 75%.
Additionally, there was a 61% increase in word of mouth among current Subaru owners.
The integrated campaign, spanning various media platforms, not only countered negative perceptions but also strengthened Subaru's brand image and customer loyalty.
10 influencers generating 249,218 impressions and a 3% engagement rate
