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Grip : GRIP January 2012
MARKETING GRIP XV - thE mAkiNG OF A LEGENd Toby O’Bree National Markerting Manager IT was a dark and stormy night*, two callow youths stood freezing in the blizzard at the foot of Mount Perisher as a new Subaru teetered on the edge of the car transporter’s deck some 20 feet above them. Somehow the truckie had got one wheel of the Subaru off the edge of the transpor ter and was now trying to negotiate its safe passage to where we stood. The fact the wind was at force 10, the snowfall heavy and the temp around -12 was not helping. Nor were our silent prayers - this was our first TV commercial and it wasn’t going to plan. I turned to my colleague (now Subaru’s Managing Director) Nick Senior, and said “is that how they normally do it?” Through the careful use of jacks, tire irons and the occasional curse, our determined truckie got the Subaru safely to ground with minimal damage. Nick and I got started on our next job, changing over the bumper bars and lights while lying in two feet of snow. Did I mention it was cold? That was 1982 and the new Subaru we were shooting in the NSW snowfields was the 1983 model year 4WD Wagon, the forerunner of cars that everyone today calls SUVs. Our latest SUV is, of course, the new Subaru XV. It is the culmination of not just our SUV experience, but also our passenger car knowledge. Years of campaigning in the World Rally Championship not only yielded Subaru six world titles, but also taught us a thing or two about building reliability and fun into every Subaru. The “Big Idea” Cracking the “big idea” is the starting point for every TV commercial; our big idea was to tell the story of Subaru through the eyes of the new XV. We turned to the creative team behind our latest Forester commercial - Pete Buckley and Tim Brown of the “Disciple” agency – and they in turn recruited director, Bruce Hunt. Disciple developed the concept of drawing on Subaru’s heritage of building AWD passenger cars and SUVs after gaining insights from our customers about what they admired about Subaru. Subaru’s AWD DNA was also strongly evident when driving the XV; this helped us refine the concept. A concept that called on us to locate a vast number of early model Subarus, then find a new car wash for some scenes and a flat rural location for the driving sequences. In Production Finding the Subarus was sometimes easy, other times hard. Many of the cars were supplied from our existing heritage collection, including several rally cars and our tarmac race car used most recently in a 12- Hour Bathurst race. Others we had on hand included the Impreza STI 22B, one of only five imported to Australia, Liber ty GTs, rare Liber ty STIs and, of course, our original 1958 Subaru 360 - a 2-cylinder, 2-stroke, 2-door rear wheel drive coupe. Harder to find were the Liber ty RS Turbo, an SVX coupe, a Vortex coupe, INSIDE GRIP HOME PAGE FROM THE MD XV COMMENT PARTS & ACCESSORIES AFTERSALES MARKETING NEW SUBARU XV WHAT’S IN THE PRESS BRAND COMPARISON DEALER RANKINGS SPORT
GRIP December 2011
GRIP February 2012