As Emerson approached the corner of Bay and Richmond with his Americano in hand he sees a few of his friends gathered around and reading one of their favourite newspapers – The GRID. With a first-ever-in-Canada, the front cover of The Grid newspaper was reconstructed and converted to a lenticular. With movement the BRZ burnt through the editorial content. The lenticular stopped Emerson and his friends in their tracks and turned a static 2-D medium into a dynamic 3-D event. The copies were gone by lunch and caused a flurry of conversations. Later that day as Emerson and his bud Cooper are checking out city events in the Metro newspaper they realized that the BRZ has burnt a hole right through a page of content.

To create the emotional connection, we married the fiery message with highly targeted urban weeklies and commuter papers. This pushed the balance of “want” over “need” and ultimately planted the seed of desire to purchase.

The BRZ represented Subaru’s first-ever foray into the sports car segment. This campaign posed several challenges for the car manufacturer but the launch was a resounding success. Subaru re-ignited a passion for sports cars and turned ‘wants’ into ‘sales’. The entire production line was sold out in six months and pre-orders on the second run are already at 50% reserved. Subaru’s credibility in the sports car segment is strong as evidenced by the fact that 77% of BRZ customers were new customers, while 23% were from existing Subaru owners who either upgraded or added a second car.

Hot car, hot ideas, hot results