| Subaru Australia
2011 REBRAND 100 > merit Enterprise Rebrand Country Base: Australia - Japan Industry/Sector: Automotive Below: Before and After Images in Slide Show, Summary, Credits 
Summary: Industry Setting The mass premium sector of the Australian automotive market is choked with quality European and Asian brands offering largely interchangeable features and benefits. Subaru stands apart from its peers because of its all four wheel drive technology, that comes standard on every vehicle it sells. This product truth forms the basis of the brand’s lasting competitive advantage. Challenge Subaru’s most devoted customers love the brand’s dependability and spirited handling that flows from its clever all-four engineering. But to attract its next wave of customers, with far less interest in what lies under the hood, Subaru needs to tell a more emotional story that extends beyond engineering, into the total ownership experience. Strategy Subaru had devoted itself to the safety and enjoyment of those that drive its cars. This deep commitment to customers has been captured in their new brand idea ‘All 4 the Driver’. Our job was to embed this idea into all aspects of the brand’s communications, both internal and external, in a way that lifted customers’ emotional response to the brand. Result We developed a new identity system using Subaru's technical excellence as a platform, introducing warm, human elements that deliver on the ‘All 4 the Driver’ promise. And a tone of voice that speaks the customer’s language – not the industry’s. Working directly with managers, employees and dealers across the country, we encouraged them to personally sign on to the brand promise, reinforcing the opportunity for every person in the business to add to the brand experience. The identity system has helped to lift correct brand recall of Subaru’s advertising campaigns and built far greater brand consistency into their collateral systems across the business. Credits: Client: Subaru Australia - www.subaru.com.au National Brand Manager: Leo Power Brand Strategists/Designers: Principals - www.principals.com.au Creative Director: Simon Wright Designer: Gabriel Mello, Christina Stone Finished Artist: Hayden Mathys, Dean Varndell, Anna Ballard Director: Wayde Bull Project Director: Tui Horo [back] |
