The launch campaign for the Subaru XV crossover, created by BJL, has been unveiled with the tagline ‘Are you Subaru?’
BJL has promoted the crossover nature of the vehicle, targeting it at people who lead an active, varied life.
The campaign, which launched yesterday, will be supported by a new brand experience on the website, dealer collateral, online display advertising and media partnerships with The Independent newspaper.
Website and online display activity was created by OneBlackBear with media planning and buying handled by MEC, Manchester.
Nicky Unsworth, MD at BJL, said: “We are very proud of the brand thought and campaign we have developed. It’s fantastic to see the hard work from so many people come to life and we believe it will help take the Subaru brand from strength to strength.”
Kenyon Neads, marketing director at Subaru, added: “2012 is a big year for Subaru. We have a fantastic new product in the form of the XV which opens up a whole new audience for us. A clear, differentiated positioning, standout category creative and an integrated dealer programme will build a firm foundation for an exciting year for the brand.”