Title | XV RESCUE |
Brand | SUBARU AUSTRALIA |
Product / Service | IMPREZA XV |
Category | A04. Direct Response Digital Media |
Entrant | LEO BURNETT SYDNEY, AUSTRALIA |
Entrant Company: | LEO BURNETT SYDNEY, AUSTRALIA |
DM/Advertising Agency: | LEO BURNETT SYDNEY, AUSTRALIA |
Name | Company | Position |
---|---|---|
Andy DiLallo | Leo Burnett Sydney | Executive Creative Director |
Gary Dawson | Leo Burnett Sydney | Creative Director |
Kieran Ots | Leo Burnett Sydney | Digital Creative Director |
A. Chris Moreira | Leo Burnett Sydney | Art Director |
Kieran Ots | Leo Burnett Sydney | Art Director |
Cameron Harris | Leo Burnett Sydney | Art Director |
Mark Schöller | Leo Burnett Sydney | Copywriter |
Gary Dawson | Leo Burnett Sydney | Copywriter |
Justin McMillan | Director | |
Dave Klaiber | Plaza Films | Director |
Gillian McNaughton | Leo Burnett Sydney | Planner |
Kevin Brown | Leo Burnett Sydney | Developer |
Rita Gagliardi | Leo Burnett Sydney | Producer |
Shani Tomkins | Leo Burnett Sydney | Producer |
David Mugford | Leo Burnett Sydney | Designer |
Keong Seet | Leo Burnett Sydney | Interface Developer |
Patrick Fileti | Leo Burnett Sydney | Director |
Libby Weston-Webb | Leo Burnett Sydney | Snr Account Director |
Thomas Grace | Leo Burnett Sydney | Account Manager |
Cameron Harris | Leo Burnett Sydney | Director |
The brief was to launch the new Subaru XV to a target audience of young 22-28 year old Australians, and to demonstrate it’s cross-over abilities; a car at home in the city and beyond. The target audience was to be primarily new customers, and our strategy was to clearly position the car as the antidote to a dull, mundane life, by demonstrating that it could reconnect overworked Australians with their birthright-the great outdoors.
The strength of the campaign lay in the fact that all touch points clearly targeted those suffering from severe work induced boredom. Our campaign not only empathised with their situation but offered a fun solution that firmly positioned the new Subaru XV as the antidote to the daily grind. What’s more, by connecting and delivering our audience to the great outdoors, we could to bring to life and demonstrate the versatility of the car in an exciting, fun and surprising way.
We launched XV Rescue, a Subaru funded Public Service dedicated to rescuing Australians from their mind numbing work places, and at its heart was the new Subaru Impreza XV. We promoted it through a community based campaign that recognized the symptoms of an overworked nation. And by directing people to xv rescue.com, our online emergency centre designed to offer assistance to those who could no longer cope, we connected them directly to a brand that they may previously have never considered. The desired outcome was to give them the opportunity to discover more about the car for themselves.
The campaign exceeded all expectations within the Australian marketplace. In just 8 weeks Subaru sold all XV’s, reaching their sales target well ahead of schedule. Subaru established a foothold in a segment they’d previously not occupied- crossover vehicles. Of the 21,893 unique users, 4,327 entered the promotion- a phenomenal conversion rate of 19.76%. 66,830 interacted with our rich media teaser banners. Of those who interacted with the banners and watched the video content (288,000) 1.97% clicked through to the microsite. More importantly, Subaru had begun a conversation with a whole new target audience they’d previously never appealed to.