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Subaru appeals to driver's sense of adventure with interactive campaign

Subaru UK is appealing to the public’s sense of adventure and exploration in the new Subaru XV interactive campaign created by BJL.

Focusing on a younger audience, ‘Let the adventure begin’ has a higher female bias than Subaru’s traditional market and has been devised and optimised to specifically target potential Subaru drivers who are heavy users of tablet and social media that possess an interest in outdoor pursuits.

A Subaru inspired ‘outdoors’ dashboard has been created to help frame the benefits and appeal of the XV online with video content from bloggers featuring the car being pulled in.

Haydn Davies, marketing director for Subaru, commented: “BJL get what the Subaru spirit is all about, a quality that makes approaching a campaign infinitely more enjoyable to explore. The XV provides us with another avenue through which to extend our associations with adventure and a love of getting off the beaten track, which we feel ‘Let the Adventure Begin’ does with great effect.”

Creative director at BJL, Tom Richards, added: “Harnessing the potential of digital platforms gives us the opportunity to target and engage potential XV buyers with a campaign designed to immerse them in Subaru’s brand ethos. That sense of being ready and able to take on the world, or at least the countryside, remains at the heart of what Subaru is all about and something which we believe the interactive ‘Let the Adventure Begin’ campaign delivers strongly across the digital and social space.”

As well as several ‘how-to’ video guides on making the most of outdoor related activities, the campaign also features XV inspired hints and tips that will be sent out via social media to widen the campaign reach. Pre-roll video, MPU banners and interactive iPad ads will also work in sync to drive traffic to the Subaru site.

Featured by The Drum

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