Campaign with grip: How the Forester is picking up speed again
Communication Strategy
Customer Experience
Creative Strategy
Creative Concept
Content Creation
Social Media Performance
Lena Keck
Visual Designer
Tanja Keglić
Performance Marketing Manager
Sarah König
Motion Designer
Michaela Pleiner
Account Manager
Rosa Zappella
Creative Concepter & Copywriter
Not only the Subaru Forester got an upgrade - with our new campaign also the outdoor life of many people. Successfully seen, heard and clicked from OOH to radio to digital.
Established model meets new target group, pricing strategy and communication.
With the sixth generation of the Forester, Subaru wanted to become more visible again in Austria - after years of a rather reserved brand presence. With the Forester as one of the most popular models, there was an opportunity to rebuild relevance, recognition and desirability. To achieve this, it was necessary to emotionally charge the vehicle's outdoor DNA as well as to create concrete impulses for test drives - along touchpoints that actually reach the target group.
An emotional bracket that conveys both function and feeling - and can be flexibly pulled across all channels.
The claim “The upgrade for your outdoor life” gets to the heart of the new Forester - emotional, even better, ready when you are. OOH, print, radio and digital performance strategies ensure visibility - and measurably more engagement. The campaign consistently shows the Forester in action - active, outdoors, ready for any adventure - and positions it as an indispensable partner for anyone who feels at home in the countryside. A community raffle generates additional organic engagement - and transfers the campaign promise into the reality of the target group's lives.
With the launch of the sixth Forester generation, we are bringing a classic back into the limelight with Subaru and staging it as the outdoor upgrade.
