Subaru Case Study
Brushfire created an experiential media event for Subaru of America–The Subaru Rally Fantasy Camp-to expose the automotive brand to the general lifestyle press, including women's and parenting publications. The event successfully introduced the Subaru brand to key media-including the increasingly influential "mommy bloggers"-by putting lifestyle journalists into Subaru vehicles in real-world driving situations.
- Subaru owner loyalty is among the highest in the auto industry.
- The Subaru automotive brand is well covered by the automotive press.
- Women race drivers making news with historic racing wins.
- Women consumers make or are involved in 80 to 85% of all car-purchasing decisions.
- Despite consumer loyalty, the brand is not widely known to the general lifestyle press.
- Develop dynamic media event at nation's top rally racing school, giving journalists a taste of performance driving while learning real-world car control skills. Introduce them to the full line of Subaru vehicles, and immerse them in the all-encompassing love that Subaru owners actively profess for their vehicles.
- Shift the paradigm of Subaru's usual vehicle introduction from a standard "launch event" to a blended familiarization tour/vehicle introduction. This is done by toning down technical details and focusing on the practical aspects of the Subaru vehicle line.
- Three-day event in New Hampshire's White Mountains during peak foliage season enhances the lifestyle appeal of the event, adding visual impact to resulting media coverage.
The Subaru Rally Fantasy Camp is a broad success, introducing journalists at key national lifestyle media to the Subaru brand.
- Articles appear on mom-targeted automotive review website MotherProof.com, the Adventure Mom blog on GoodHousekeeping.com, and leading "mommy blog" Hormone-Colored Days.
- Subaru Forester is featured in Parents magazine article on best family cars.
- Family Circle magazine plans article on teen driving in Fall 2009, featuring information from Subaru Rally Fantasy Camp.
- Based on advertising equivalency of earned media, campaign generated ROI of 200%!