Subaru Canada empowers uncommon customer experiences


Zulu Alpha Kilo
Full Service
Toronto, Canada
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In the second campaign under their new brand platform, ‘welcome to uncommon’, Subaru sets out to honour and celebrate their wonderful owners!

At launch, Subaru set out to reintroduce the brand and share their purpose with the new brand platform ‘welcome to uncommon’ – underscoring how Subaru empowers customer experiences.

To prove the Subaru difference, we wanted to create an emotional connection, to establish a place in the hearts and minds of our drivers. And, knowing how important both word of mouth, during the car buying cycle, and how loyal our owners are, we tapped into authentic customer stories to show everyone what the Subaru difference is to get them to take notice of Subaru.

“By using driving experiences of our actual owners, this campaign shows how Subaru enables their uncommon experiences” says Gary Sappleton, Director of Marketing and Brand Management. “Through telling of owner stories, we authentically show the uncommon advantage our vehicles have across all our key pillars of capability, safety, performance and QDR (quality, durability and reliability).

Using an integrated, multi-media approach, this campaign celebrates Subaru owners by bringing their stories to light. We sought out epic stories through social outreach, in conversation with customers and through our passionate dealers. Throughout the campaign we will continue to highlight new owner stories; capturing their wild drives to far out places, maxed out kilometers, crashes where lives were saved thanks to Subaru’s vehicle safety measures and even the odd Subie inspired wedding or two.

“Creatively, it was important to be authentic. Subaru drivers are a diverse community of spirited individuals so every story we told had to have an actual owner behind it,” says Wain Choi, Executive Creative Director at Zulu Alpha Kilo. “Of course, it was shot beautifully, but what makes this a compelling campaign, was how we showcased all the wild and wonderful ways that Subaru unites and enables this shared passion for the uncommon. Music was also a big component for the video as a way to let people feel it rather than us telling stories through a typical voice over”.

Zulu Alpha Kilo lead the strategy and creative development, Agence Rinaldi handled Quebec market creative and OMD was behind the media planning and buying. 

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