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Grip : GRIP July 2012
BRZ MARKETING COMMUNICATIONS GRIP EXCITING BRZ A MARKETER’S DREAM Check out subaru.com.au Alicia Cannon Marketing Manager – Passenger THE BRZ made its stunning debut on Monday, July 16, with the entire initial of fering sold within three hours of going on sale online. Coverage of the incredible demand for the BRZ went viral, making Subaru and BRZ the number one story on many major news portals, with follow-up coverage in newspapers across the country. Even after the initial fever- pitched opening day, interest in the all-new Subaru BRZ sports coupe remains strong, making it possibly the most exciting and anticipated new performance model since the iconic Subaru WRX was launched. People are still logging on and buying the BRZ, with all stock for the first six months now committed, with enquiries and sales still continuing via the website. Subaru BRZ breaks all the rules. It’s a car unique in the Subaru range, with a performance driven rear-wheel drive design and Subaru’s renowned engineering soul. The decision to bring this vehicle to Australia was not taken lightly and was one that was cemented by several key criteria: - BR Z drives like a Subaru and it is built by Fuji Heavy Industries, Japan - overwhelmingly, it’s a driver’s car, and further reinforces our fun to drive philosophy - extensive local testing has ensured that this is a Subaru specifically for our unique Australian conditions The Boxer engine is instrumental in achieving its low centre of gravity and, combined with rear-wheel drive, the result is a pure, fun and dynamic sports car driving experience. It’s a Subaru at heart and offers a driving experience distinctly different to the rest of our range, which allows us to confidently launch with the positioning line: NEW BRZ, RAW SUBARU. But one of most exciting things about the Subaru BRZ - RAW Subaru launch of Subaru BRZ is the halo effect it will have on the whole brand. It will broaden Subaru’s appeal to a new generation of buyers. The media plan for the BRZ was designed to create awareness in our existing and new audience’s lives, and drive traffic to our website and continue to generate positive sentiment towards both Subaru BRZ and the entire brand. Initial data shows huge “But one of the most exciting things about the launch of Subaru BRZ is the halo effect it will have on the whole brand.” Send your customer feedback letters to Subaru INSIDE GRIP HOME PAGE FHI NEWS DEALERSHIPS BRZ - ORIGIN BRZ - MARKETING WHAT’S IN THE PRESS BRZ - ACCESSORIES CLUB SPEC WRX NEWS WHO’S WHO AT SUBARU DEALER STATS traffic to our website and an incredibly strong click through rate via our digital banner advertisements. Featured in these digital banners is a locally developed BRZ video which is attracting strong attention on YouTube – feel free to share it with your friends, family and customers.
GRIP June 2012
GRIP August 2012