Subaru revs up launch of new Forester with BJL campaign
Subaru is unveiling a new campaign for the launch of its four wheel drive Forester, promoting the vehicle for rural areas.
Looking to put the function of the car above its style, the campaign, created by BJL, will include targeted press ads focusing on weekend newspapers and supplements, alongside regional and specialist press, outdoor, digital, ambient and PR.
Tom Richards, creative director at BJL, said: “We’ve had a great time going to town on the countryside, putting the Subaru brand back where it belongs, in the heartland of people that rely on power and functionality on a daily basis. The ‘Subarural’ strategy captures the essence of what the new Forester is all about, while appealing specifically to the people who will benefit from this new car the most.”
As part of the campaign, there will be branded takeovers of garden centres within the proximity of selected dealerships, featuring specially created ambient ads.
Haydn Davies, group marketing director at International Motors, added: “The ‘Subarural’ proposition provides us with an extremely strong focal point, combining the flexibility to explore adventurous new territory for the Forester, while remaining loyal to the brand’s heritage and values. We’ve enjoyed seeing the results of BJL’s creative ingenuity and are looking forward to watching the full potential and impact of the campaign unfold over the coming weeks and months.”
A new Forester microsite is also set to be rolled out, to provide more information and video content.
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THE BJL GROUP
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