EFFIE COLLEGITE CHALLENGE: REPOSITIONING SUBARU

"Redefine the car buying experience." What the heck does that even mean, Subaru? In responding to Subaru's client brief, our team developed the #ownyourride campaign to compete in the annual brand challenge with the Effie Collegiate Foundation. All contestants are tasked with conducting consumer research and building a creative marketing campaign that fulfills the objectives outlined in the sponsored brand's client brief: Subaru. Our team's competitive advantage was rooted in our technological development strategy. We believe that reaching the top-of-mind point for the target audience requires being at the forefront of technological innovation. In writing the script, I conveyed how our strategy would leverage Subaru's brand in the mind of consumers.

THE ASK

THE BIG IDEA

THE IMPACT

Develop a campaign model that realigns the product in the minds of an out-of-reach consumer segment: millennials. Capture the attention of this younger audience by "redefining the car buying experience" and incite excitement surrounding this undesirable process.

Technology is developing fast, and millenials/ gen Z kids are somehow keeping up. Hence, by using tools like augmented and virtual reality, to bring the thrill of owning a car to life, we will capture the attention of future car owners. 

We would take our campaign to the next level by scaling it and adding 

CREATIVE REEL

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