Subaru Australia reveals new ‘Do’

Subaru Australia has launched its new brand platform, ‘Do’.

For the next 12 months, the ‘do’ call to action will be incorporated into every Subaru customer touch point, from dealerships, to online and social, and TV marketing campaigns.

‘Do’ aligns closely with Subaru’s ‘Confidence in motion’ direction that is also being incorporated into the brand’s communications locally.

Subaru’s new direction will emerge on Sunday 20 March with a TV ad featuring the latest Forester model, and from there will roll out model-by-model to the whole Subaru range.

The refrain from Lou Reed’s ‘Walk on the Wild Side’ and cuts from an iconic ‘do, do do, do do, do  do do…’ sound signature will be included in multi-platform digital and TV campaigns.

“There is a realisation that to grow we need to attract new customers to the brand” says Subaru general manager – marketing, Andrew Caie.

“That means making us more accessible, more relevant and paramount to that is the need to inject new personality into the brand. Subaru ‘do’ will be the translation of Subaru’s tangible but human benefits to a broader market and creates a local expression working hand-in-hand with Subaru’s global tagline, ‘Confidence in Motion.” Says Caie.

“Do is a very short word with a very big meaning for Subaru in Australia, and will activate a new customer experience to come with buying and owning a Subaru. ‘Do’ is a thought that originates from what owners already see in Subaru’s fabric, a brand that is famous for getting more done, and having more fun. ‘Do is the ultimate verb and indicates a renewed focus on delivering an exceptional customer experience made possible by removing obstacles for customers choosing, buying and owning a Subaru,” he adds.

The new platform replaces the successful ‘All 4 the Driver’ introduced six years ago.

For the next 12 months, the ‘do’ call to action will be incorporated into every Subaru customer touch point, from dealerships, to online and social, and TV marketing campaigns.

‘Do’ aligns closely with Subaru’s ‘Confidence in motion’ direction that is also being incorporated into the brand’s communications locally.

Subaru’s new direction will emerge on Sunday 20 March with a TV ad featuring the latest Forester model, and from there will roll out model-by-model to the whole Subaru range.

The refrain from Lou Reed’s ‘Walk on the Wild Side’ and cuts from an iconic ‘do, do do, do do, do  do do…’ sound signature will be included in multi-platform digital and TV campaigns.

“There is a realisation that to grow we need to attract new customers to the brand” says Subaru general manager – marketing, Andrew Caie.

“That means making us more accessible, more relevant and paramount to that is the need to inject new personality into the brand. Subaru ‘do’ will be the translation of Subaru’s tangible but human benefits to a broader market and creates a local expression working hand-in-hand with Subaru’s global tagline, ‘Confidence in Motion.” Says Caie.

“Do is a very short word with a very big meaning for Subaru in Australia, and will activate a new customer experience to come with buying and owning a Subaru. ‘Do’ is a thought that originates from what owners already see in Subaru’s fabric, a brand that is famous for getting more done, and having more fun. ‘Do is the ultimate verb and indicates a renewed focus on delivering an exceptional customer experience made possible by removing obstacles for customers choosing, buying and owning a Subaru,” he adds.

The new platform replaces the successful ‘All 4 the Driver’ introduced six years ago.

 

 

Ben Ice
BY Ben Ice ON 15 March 2016