Subaru Model Launches

You can do anything if you just unpark your life.

You can do anything if you just unpark your life.

Subaru Asia

Subaru Asia came to us with a challenge—they had been competing in tough markets across ten countries in Southeast Asia but their brand awareness wasn’t where they needed it to be. To solve this, we took a good look at the people we were trying to reach, uncovering their wants, needs, and way of life throughout the region. Then we reinvented how these individual countries connected with the Subaru brand. By crafting brand personalities for each model, redesigning Subaru Asia’s online experience, and creating omni-channel campaigns, we managed to raise not only brand awareness and loyalty, but also sales.

When I heard Cibo talk about the experience being the brand, I knew they could help me differentiate Subaru in Asia across advertising, dealer, and digital experiences.

Glenn Tan

CEO

Advertising
Experience Design
Tradeshow Design
Broadcast TV
Print and Digital Advertising
Out-of-home Design

What We Did

Beginning with the Forester, XV, and Impreza models, we launched each model into multiple countries with television commercials, print ads, and digital campaigns. We also designed and executed the auto show presentations for new model years, along with the dealer experience, including signage, graphics, and interactive sales tools. In short, we’ve spent two years developing the entire Subaru Asia brand experience.

What We Found

Who doesn’t want to unpark their life?
Vertical integration makes amazing experiences possible.
Adventure is a way of life.
Humor requires little translation.

One brand, many personalities.

XV: Unpark your life.

The Subaru XV is a compact SUV that handles like a sports car and appeals to a young urban buyer. Through a series of dynamic and humorous TV spots, we developed a distinct and dynamic personality for the car that injects fun and surprise into any situation.

Subaru XV: UnPark Your Life Teaser

Subaru XV: Transformation

Subaru XV: He Wins

Subaru XV: She Wins

Unpark Your Life began as a tagline capturing the spirit of XV, but quickly became the anchor of the vehicle brand. Symbolized in the unpark logo and aligned with the XV’s bold signature orange color, Unpark Your Life has expanded into a range of expressions, including on the start-up screen of the vehicle itself.

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Forester: Is there anything you can’t do?

The Forester represents a unique combination of pragmatism and rugged persistence that we captured with the tagline “Is there anything you can’t do?” and showcased in a series of TV spots featuring everyday heroes and their families.

Subaru Forester: Tryout

What’s the showroom experience for an everyday hero? A coloring book for bored kids who come along to shop for new cars that was so well received it became a unique illustrated campaign including interactive digital and a print campaign.

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Impreza: Drive on.

The new Impreza is the first vehicle to incorporate the new Subaru Global Platform, a technology overhaul that makes dramatic improvements to the quality of the ride. We developed a series of quirky ads to tell the story of this entry-level car and the benefits of the global platform in unexpected ways.

Subaru Impreza: Fugu

Drive On has become the catchphrase for the Impreza, a car which offers unparalleled value and great performance, thanks to the new Global Platform. Like all Subaru cars, it is made for people who love to drive.

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Changing the conversation.

Car advertising in southeast Asia has been uniformly boring for more than a decade. Our research suggested this uninspired marketplace was due for a shakeup. So we’ve injected a bit of inspiration mixed with attitude and the results speak for themselves. We increased sales by 60% and are busy creating experiences for five more Subaru models. All it took was a little more heart.

Wherever you are in your journey, get in touch. We’ll discuss where you’re at today and create a plan to deliver a customer experience that will transform your business.

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