Melville Subaru initially approached us with a fairly established concept, based around a fictitious dinosaur character Wrexy. His influence was aimed to differentiate Melville Subaru from other dealers on Leach Highway and encourage consumer perception establishing them as “your family friendly dealership”.
Establishing the concept and developing the brief from client conception into actuality and an effective marketing campaign relies largely on creative chops and changes. Making a good idea a great one all happens when creativity is welcomed. Melville Subaru gave us a brief but they also gave us creative license with Wrexy and the theme.
We devised two options, option one, focusing on the core values “Wrexy” would represent. This concept presented Wrexy helping around the dealership, interacting with customers and generally representing Melville Subaru as a family friendly dealership.
The original Wrexy concept although had great intention was weak and repetitive. We further developed the concept placing Wrexy in a different light.
The second concept was sexy and mysterious, allowing “Wrexy” to still be involved but in a different role. This concept allowed for the cars as the focus, with spot lighting, ominous tones and a suspicious voice over, “Subaru DNA” was born. The tag line then developed with the closing line of script “Subaru – it’s in our DNA”. Ultimately showcasing a more refined and high end commercial.
Of the two ideas pitched, Melville Subaru agreed on the DNA concept. Since its conception Melville Subaru has received feedback from the Australian Head Office declaring the TVC “The best dealership commercial they’ve ever seen”.
Melville Subaru achieved 30% increase in enquiry over the campaign period which lead to increased sales over the month and in the 6 weeks following the campaign.