TAXI DELIVERS KNOCKOUT PUNCH - Strategy

After fi ve years of decline, the Subaru Forester’s share of the small Japanese SUV segment
had slipped to 7%. Seen as old and tired and signifi cantly outspent by the competition, Subaru
needed to use the 2009 model to revitalize the franchise and attract a new, younger consumer.
Research showed that people in this segment had started families and were being more
practical and responsible – but still wanted to feel playful and young. Subaru also needed to play
up its Japanese roots to compete with the CRV and RAV4.
DDB carved out a defi nitive position to show that the Forester has everything consumers want
– in the biggest way possible. The integrated campaign launched on television with a sexy
car wash scene featuring scantily clad sumo wrestlers. The sumos posed in magazines and
newspapers in classic pin-up and calendar shots and in virtual billboards in Xbox 360 games.
On radio, a Barry White-type voice interrupts the announcer, saying the features make him
feel like “makin’ love.” All activity directed potential customers to sexysubaru.ca, where they
could act as offi cial photographer for the 2009 Subaru Forester Sexy Photo Shoot.
The launch exceeded all expectations. May sales were the highest in Canadian history for the
Forester as well as the Subaru franchise, whose share of the segment grew by fi ve points. Subaru
had to backorder units for customers. “CarWash” scored over 600,000 views on YouTube, making
it the most talked-about automotive viral video on the net for more than a week.
The Bodygroom men’s electric shaver is meant for shaving below the neckline, a facet of men’s grooming that in the past
has received little attention.
DDB found that for all their bravado, most men considered body grooming a taboo topic. Rather than name body parts,
the agency decided to use evocative innuendo. This humorous approach would desensitize the subject matter, steer clear of
any regulatory issues and score points with the young male demographic.
Given the limited budget, radio was the perfect medium to create hype and maximize traffi c to the website. The spots
began with an announcement that, due to the sensitive subject matter, the specifi c applications of the Bodygroom couldn’t
be discussed. Instead, an expert offered seemingly innocuous tips euphemistic of nether-region grooming. “Housekeeping
Tips” reminded listeners to “check between the cushions.” “Gardening Tips” stressed “the importance of mowing your front
lawn, and if you have one, your back lawn too.” To take it a step further, an actor appeared in a window display at the Bay
fl agship store in Toronto wearing a terrycloth robe and surrounded by well-groomed topiaries.
The talk value paid off tremendously. In major centres, the campaign generated 980,781 aired impressions through radio
co-promotions and DJ chatter. Web hits in May were 10 times the typical monthly activity. Within seven months, Philips
became the number two brand in the category, and the campaign won awards locally and internationally, including the
Mercury Awards.
John St.
Congratulations and Good Luck from your friends at Corby Distilleries Limited
on your nomination for Agency of the Year.
Please enjoy our products responsibly.
SUBARU • DDB • PHILIPS