Subaru of America has a sense of humor.
The automaker had a challenge: how to get the word out about not-so-visible, under-the-hood handling improvements to the WRX STI Impreza.
“How do you bring that handling to life,” Marketing Director Kevin Mayer told me. “How can we make it tangible?”
Working with its ad agency Carmichael Lynch, Minneapolis, Subbie did a cattle call with extras, who had no idea what the shoot entailed.
Each jumped into the passenger seat of the new WRX STI, driven by Subaru-backed race car driver Dave Mirra, who zoomed around a California track with each of them for about 30 minutes.
The results of the selected “winners” are hilarious and were first teased about a month ago in :15 versions online via Subaru’s Facebook page, directing viewers to GetMoreGS.com. The teasers got more than 1.6-million hits, Mayer told me.
This week, Subaru started airing :30 versions on national cable TV nets, including Speed, G4, ESPN and Spike.
You can watch them all here
This is smart marketing and it’s paying off for Subaru.
The company is having another stellar sales year, tallying a 30% jump in new-vehicle sales to 149,943 units through July, besting the overall industry’s increase of 15%.
Condolences: To the family of Jack Pitney, who died last week in a tragic accident on his farm. BMW of North America’s vice president of marketing was to start Sept. 1 as veep over BMW’s eastern region, its biggest sales zone. BMW created this web site to honor him.
We will miss you, Jack.