- Subaru

First Place Winning Subaru Legacy Integrated Marketing Campaign

Project

Subaru Legacy Integrated Marketing Communication Plan

Date

August 2023

Location

Presented in person at the Zulu Alpha Kilo office in downtown Toronto to senior Z.A.K. managers and representatives from the client, Subaru Canada.

Project Type

Integrated Marketing Campaign creation and in-person pitch presentation

Team Members

Tanner Borsch - Account Manager & Copywriter
Clara Ip - Art Director and Strategic
Cecilia Chow - Project Manager and Media Planner

Results

Awarded first place by collective judgment of Zulu Alpha Kilo executives and Subaru Canada representatives based on our live pitch.

Background

The project brief was provided by Zulu Alpha Kilo (Z.A.K.), the agency of record for Subaru Canada. The brief outlined that the Subaru Legacy is a midsize sedan with only a 2% market share of the midsize sedan market due to strong competition from Toyota Camry and Honda Accord. With over two thirds of the Legacy's current buyers over 50 years old, and the market trending away from 4-door sedans towards crossover SUV's, the Legacy's key opportunity for revitalization lies in attracting a younger target market.

The Challenge

Our task was to promote the 2023 model of the Subaru Legacy to a younger generation of car owners to renew sales momentum and achieve business targets that meet or exceed 1500 cars sold in 2023.

The Solution

Our team focused on the target audience of millennials aged 25-39 years old, with post secondary education and a household income of $75,000+. They appreciate quality in a vehicle and value reliability, safety, and interior comfort. They do their research, typically online, before making a big purchase. People in this target are likely to be buying their first car, or at least their first new car. While they may recognize the Subaru name, they have low awareness of Legacy compared to its competitors.

The Insight

"Millennials seek to break the monotony in daily life by using their car to conquer life's twists and turns and fuel their weekend adventures."

The Creative

A holistic social media campaign was created including Facebook, Instagram, and website banner ads.