Subaru do™ Subaru Australia has announced a bold brand platform that brings to life a new brand promise: Subaru do™.
Over the next year, ‘do’ will be incorporated into every customer touch point, from dealerships to the digital space and marketing campaigns.
Subaru’s General Manager – Marketing, Andrew Caie, said: “2016 heralds the next chapter in Subaru Australia’s brand journey.
“There is a realisation that to grow we need to attract new customers to the brand.
“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.
“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.” Mr Caie added.
“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.
“We will rollout ‘do’ at every touch point, model-by-model over the coming months starting with the new Subaru Forester later in March and drawing on an iconic ‘do, do do, do do, do do do…’ sound signature, the refrain from Lou Reed’s ‘Walk on the Wild Side’ in multi-platform digital and television campaigns.”
“Do” aligns closely to bring to life Subaru’s global “Confidence in Motion” direction that is also being incorporated into the brand’s communications locally.
The “do” direction replaces the successful All 4 the Driver initiative introduced six years ago.
The new direction will emerge next Sunday (March 20) with a new television commercial featuring the latest Subaru Forester.