Ever since 2005 when they won the account DDB Canada has helped Subaru Canada with some memorable and award winning campaigns. In their latest campaign called “Forester Family Day” in support of the new 2014 Forester. This national campaign kicks off with the 30-second television spot, “Family Rally.”
Playing host to an organized rally event, the DDB team challenged six families to “hit the road” on a closed track, in the performance-driven Forester. The TV spot follows one of the six families conquering the mountainous terrain. It captures natural bursts of excitement as the family of four cheers on their mother with every twist and turn. The ad highlights some of the Forester’s new features like the X-MODE, which sees the mother safely navigating the vehicle through challenging terrain with a swift push of a button. The spot drives viewers to visit www.familyrally.ca for a closer look at the new 2014 Forester, highlights from the other participating families’ rally runs and to enter a contest for the chance to compete in Subaru’s next family rally.
“With the new Forester launch, we wanted to pay tribute to Subaru’s rich history and renowned reputation in rally racing” says Todd Mackie, Creative Director, DDB Canada. “By capturing the driving experience of real families on a rally track, we were able to depict the fun and adventurous spirit of the Forester, while demonstrating its high performance and handling.”
Via the “Forester Family Rally” hub, developed by Tribal DDB Toronto, users can watch each family’s rally run, switching camera angles for a closer look at the action, monitor each family member’s heart rates as their Forester goes through each turn of the track, view post-race interviews and check-out the results. For the truly adventurous, users can either book a test drive or register for a chance to compete in the next Forester Family Rally event via the microsite.
Later this year, Subaru Canada will fly five qualifying families to Tremblant, Quebec for an action-packed, rally-themed competition. Developed by DDB Public Relations, the Forester Family Rally experience will kick off with adventure-themed competitions, including: rock climbing, go-karting and paddle boat racing, followed by a climatic performance family rally event on a closed course. Families will collect points over two days, with the winning family taking home a brand new 2014 Forester.
“The new 2014 Forester really puts the ‘sport’ back in SUV,” says Geoff Craig, Director of Marketing, Subaru Canada. “The campaign cleverly proves how everyday drivers can tackle a variety of terrains with confidence, reinforcing how the Forester is different from other compact SUVs, with its all-wheel-drive and superior road handling capabilities.”
Pre-roll, print, digital, social, public relations, radio, direct mail and in-dealership marketing round out this integrated campaign by driving traffic to the Forester Family Rally hub. Each program element contributes to create excitement and conversation surrounding the 2014 Subaru Forester, while encouraging families across Canada to qualify for the next Forester Family Rally event, taking place in August 2013.