Dogs beg for a Walk on the Wild Side as Subaru looks to reposition brand in Australia
Dogs invite owners to Walk on the Wild Side in new Subaru campaign
Subaru has taken its newest brand campaign out for a run, with a trio of dogs offering up a rendition of Lou Reed’s Walk on the Wild Side.
The car maker has adopted a new brand positioning with Subaru Do, through agency Disciple, which developed a range of different films tailored to be viewed on small screens and via social media platforms.
Developing the new campaign led to an internal shift in the way that Subaru approaches its customer path to purchase.
Subaru Australia national marketing manager, Amanda Leaney, said the company had reassessed how it approached marketing by getting a clearer understanding of the different media customers were using in their journey to buying a new car.
“Aussies are doers and our new ‘Subaru Do’ brand positioning captures this insight and our brand essence in just two letters,” Leaney said.
https://youtu.be/ML4WVqKyEmg
Andrew Caie, general manager – marketing, for Subaru, said it was vital that the campaign had a story to support it.
“It doesn’t matter how much media changes, if you don’t have a brand story to entertain then you are just like any other click, TARP (target audience rating point) or logo in market and that’s what makes Disciple different,” Caie said.
The social and mobile ads have each been devised to highlight an element of Subaru’s technology such as crash avoidance, all backed by the Lou Reed soundtrack.
https://www.youtube.com/watch?v=kwyi_LjupQ4
Voice command
https://www.youtube.com/watch?v=aYxkaJEcMMs
Puppies
https://www.youtube.com/watch?v=sXwytv65NYw
All-wheel drive
https://www.youtube.com/watch?v=SKf0nH6dHcg
And price shock
https://www.youtube.com/watch?v=tnafmH420CA
Credits:
Forester Agency: Disciple
Creative Partner – Tim Brown Creative Partner – Pete Buckley
Head of Account Service – Libby Weston-Webb
Account Director – Vincent Pled
Planning Director – Kathy O’Connor
Agency Producer – David Steindl Director – Tim Bullock
Executive Producer: Adrian Shapiro
Production Company – Scoundrel
Post-Production – Alt VFX
Music: Nylon Studios
Client: Subaru Australia
General Manager – Marketing – Andrew Caie
National Marketing Manager – Amanda Leaney
Brand Manager, Acquisition – Josephine Furlong
Brand Manager, Conversion – Brooke Warton
Short Films: Agency: Disciple
Creative Partner – Tim Brown
Creative Partner – Pete Buckley
Copywriter: Alan Wilson
Art Director – Anna Short
Account Manager – James Arnold
Director/Producer – Stef Puskar
DOP – Mitch Ayers
Production Company – Brightwork’s Productions
Simon Canning
Haha, very good.
Will need a reasonably high frequency in order for the campaign to get cut-through though.
Cinema would be the perfect medium, with multiple slots prior to a session. That, and – video remarketing through Facebook and YouTube.
It’s a shame that regardless of how this campaign performs, it will be years before the true value is realised. Hats off to Disciple, some great work.
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‘Do’ what? This would have to be right up there with one of the worst positionings of all time. Imagine if they built a car with 2013 Holden, the car would ‘think’ and ‘do’. Lazy work people.
Subaru are lucky there is a lot of existing equity in the brand to allow consumers something to hold on to.
Smells of do do to me…
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Lou Reed was a genius. The creators of this pile of dog droppings aren’t. One of the great songs of our generation and you do this to it. Shame upon you.
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Hi Could you please tell me what breed of dog the scruffy one is? I absolutely love him & would like to get one. Look forward to your reply, many thanks & kind regards, Sandy
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Hi, just wondering what breed of dog the black and white one is. Ive been trying to find out for ages but can’t find any details.
Thanks
Regina
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The black and white dog is a boston terrier. Dont know what the scruffy dog is but I also would like to know.
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I love the ad with the 3 dogs begging for a walk. The owners and the dogs have been matched very well in looks. Was this done deliberately. They always say a dog & it’s owner have a likeness to one another.
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