Subaru begins new Outback campaign
Subaru Canada of Mississauga has begun a new marketing effort for its 2015 Outback vehicle. The national campaign, developed by DDB Canada of Toronto, compares the "authentic adventures" that can be had in the vehicle with the less authentic experiences of people who care more about documenting their lives on social media sites. The campaign is aimed primarily at consumers between the ages of 45 and 69 who are interested in an active life in the outdoors. It includes two commercials that will run on television, in cinemas and online, as well as online banner ads, print ads and dealership materials. One banner execution invites the viewer to spin a compass to find the closest national or provincial park. The print advertising makes light of modern dependence on social media. The campaign will run until the end of the year.
"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," said Paul Wallace, executive creative director at DDB 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."