Impreza Product Awareness
Subaru wanted to boost sales of the Impreza. With recent data indicating that people were choosing other brands without even considering a Subaru due to their high perceived value, when in reality the Impreza prices similarly to its competitors. The Marketing Mix were tasked with creating awareness of the Impreza to those in the small car market, to attract more enquiries and boost sales.
In conjunction with Subaru, we developed the “If you knew…” concept around the features of a new Impreza, and of course the competitive price point. With a focus on safety & technology, the concept reinforces the Subaru brand whilst educating the viewer. The concept was then adapted into a 30-second TV Commercial which was shot in a studio over 2-days; involving construction of special light boards and a custom made parachute to create a giant light-box around the vehicle. With our creative director on set as well as the production crew, lighting specialist and video editing team to review footage on the spot, the shoot was perfectly executed. Post-production begun immediately, with the final result completed in a matter of days in order to meet a tight deadline for airing in Western Australia on channels 7, 9, 10, SBS & GWN and in South Australia on channels 7, 9, 10, WIN & SGT.
While post-production was working away, we also rolled the concept out across several Transperth Bus backs – with a full colour image, the “If you knew…” tag line and Impreza price point. The same creative was then also used in the Press.