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Subaru of America
Share The Love

RAN IN: United States

CLIENT
Subaru of America

Alan Bethke, Vice President, Marketing
Brian Cavallucci, National Advertising Manager
Michelle Shoultes, Advertising Specialist

AGENCY
Carmichael Lynch *Lead Agency

Randy Hughes, Executive Creative Director, Senior Partner
Brad Williams, Managing Director, Partner
Courtney Thomas, Account Management Account Director
Ryan Peck, Creative Director
Scott O'Leary, Creative Director
Brenna Smithson, Planning Director
Betsy Burgeson, Group Media Director


SUMMARY

Every holiday season, Subaru faces a conundrum: how to compete for sales while every other auto manufacturer spends millions on incentives? The answer? Sell love, not the car. Subaru donates $250 to charity for every vehicle purchased during its Share the Love event. It’s a new thought in the automotive space: instead of more money in our pocket, put it in the pocket of those who need it most. Another radical thought? Don’t include a single vehicle in the advertising.  The result was the largest sales month in company history.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: CONSUMER INVOLVEMENT/USER GENERATED;Viral (Consumer Involvement/User Generated);WOM (Consumer Involvement/User Generated);INTERACTIVE/ONLINE;Brand Website/Microsite;Digital Video;Display Ads (Interactive/Online);Mobile/Tablet Optimized Website;Video Skins/Bugs;INTERNAL MARKETING;PR;PRINT;Magazine - Print;Newspaper - Print;RETAIL EXPERIENCE;In-store Merchandizing;In-Store Video/Kiosk;POP;SEARCH ENGINE MARKETING (SEM/SEO);SOCIAL MEDIA;TV;Sponsorship (TV);Spots (TV)

Audience: People in market for a new vehicle

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English