| Motors
Subaru shrugs industry
gimmicks with new campaign
Subaru UK has started 2018 with a new and refreshed
direction, launching its brand campaign – ‘Better Where It
Matters’.
artnering with
creative agency
MullenLowe, the
premier campaign
strips to the true
essence of
Subaru, highlighting its core
values; Safety, Capability and
Reliability. The campaign
celebrates the launch of the all-
new Subaru XV, which has already
collected high profile accolades
globally including a Best In Class
award for the Euro NCAP 2017
end of year results.
The ‘Better Where It Matters’
campaign showcases the true
strengths of the all-new XV to
customers and audiences,
focusing on what really matters to
prospective Subaru customers in
today’s day and age. Subaru is
renowned for its engineering
expertise and quality, traits which
P
the ‘Better Where It Matters’
campaign boast throughout its
communications.
The campaign spans a number
of communications channels,
culminating around a strategic
media partnership with National
Geographic, bringing together a
shared audience and active
prospective customer base.
Subaru’s Communications
Manager, Alexandra Lyons,
commented: “Auto advertising all
looks and feels the same. The
engineering that goes into our cars
sets Subaru apart from that style
over substance. We don’t have the
biggest marketing spend in the car
market so we need to outsmart
others to win attention, and this
work for the XV does just that.”
‘Better Where It Matters’
launched on January 19th, made
up of TV, cinema, print and online
60 | Farming Monthly | February 2018
creative and a media partnership
with National Geographic. The
campaign also sees a new
direction for Subaru in the UK, with
the campaign complimenting a
new business strategy for 2018.
Subaru UK is also pleased to
announce that the all-new Subaru
XV has been selected as one of
the safest cars in the UK, having
been highly commended in the
Safety category at the 2018 annual
What Car? Awards.
The combination of Subaru’s
bespoke EyeSight safety
technology and the recent 2017
Best In Class accolade from Euro
NCAP, aided in the commendation
for the all-new XV which went on
sale in the UK earlier this year.
EyeSight technology uses
cameras to detect the car’s
surroundings, highlighting any
potential threats, issues or
impending collisions, aiding in a
safer drive on a