Although awareness of the Outback was at acceptable levels, familiarity and purchase intent were almost non-existent. Subaru’s share-of voice was less than 2% against giants like Honda and Toyota.
Subaru needed to expand beyond loyal hardcore outdoor enthusiasts and capture the attention of more moderate consumers with active lifestyles.
Many of these desired individuals were actually small SUV buyers, and about 25% were less loyal and more open to considering smaller brands. This group was younger, professional and better educated than the core customer. And many didn’t see the current small SUV options as being particularly functional beyond day-to-day city driving. The Outback would become the “outdoor enabler.”
As much as this group wanted to enjoy life outside of the city, they were spending more time indoors. To make them cognizant of their behaviour, the big idea was: “Maybe you should get
The campaign launched with TV, print, online and social media. TV used an actual Snuggie infomercial, which was suddenly interrupted by what seemed like someone from inside the television using a crowbar to tear down the screen. The Outback in the great outdoors was revealed along with the wake-up call, “Maybe you should get out more.”
Print ads featured Outback adventurers in picturesque settings playing off the infamous “As Seen On TV” moniker, except stamped with “As Not Seen On TV.”
An online community was created at Subaru.ca/getoutmore. Outdoorsy types could post personal recommendations of activities for ideas and inspiration.
A second TV spot featured DDB’s own fictional infomercial – the Lap ’n Snack. Like the Snuggie spot, someone again interrupted the action, this time with an axe smashing the screen.
It became the most successful launch of the 2010 Outback in the world – and among the most successful model launches in Canadian automotive industry history. Sales of the Outback were up 320% during the full campaign period. Average monthly Outback unit sales more than tripled, from 154 for the 12 months prior to the campaign, to 471 during the campaign period. Showroom traffic increased 25% and the Outback continues to post strong numbers.