Speech
Subaru
Issue 7 | July 2008
Agency
Proximity Istanbul
Creative Team
Sedef Güler - Creative Director;Osman Özçelik - Art Director;Öykü Karahan - Copywriter;Selen Öngör - Account Director;Betül Kalaora - Account Executive
Production Team
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Date
April 2008
Background
There are thousands of Subaru Foresters on Turkish roads, which, from time to time, need to return to Subaru after-sales service stations for regular maintenance or repairs. The agency had to take this opportunity to make existing owners aware that the New Forester had been launched in the Turkish market.
Idea
A CD was created in which a short speech, seemingly delivered by the owner’s old Forester, gave rational reasons as to why the owner should upgrade their vehicle for the new model. The CD was placed on the front seat of the car, with a note on how to use it, as the owners departed from the service station.
Results
Within 15 days, visits of Forester owners to Subaru showrooms increased by 20%.
Target Audience
Previous model Forester owners.
Our Thoughts
Okay, not the most original idea in Issue 7 but still an example of clever targeting. Where’s the best place to talk to people about trading in their old Forester for a new one? In the car, of course. Radio advertising would be expensive and pointless whereas leaving a CD for the driver after the car’s been serviced, well, that’s neat.