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Grip : GRIP September 2012
MARKETING GRIP GREAT TIMING FOR LUCKY IMPREZA WINNER CONTACT GRIP THIS is a good news story. In the heart of Brisbane on a September working morning, a big crowd gathered in the hope that they would win a brand new Impreza, the prize in an innovative marketing program with Subaru and NOVA FM. These people had made it into the draw for the final four places that would give them the chance to win a brand new car, valued at over $30,000. They’d got there by a number of different routes. Some had come via the web, where they had to answer a question after watching a short video about the Impreza. Others had been entries that had found the NOVA Sandman with the competition Impreza in the street, or been for a test drive from one of the nine participating retail outlets. Some just turned up and scored a wild card entry on the day. From this group, just four names were drawn – the finalists. Each got to stand next to an Impreza, hoping theirs would be the lucky one. Then the NOVA FM presenter put four keys into a hat and selected just one. If it opened the car you were standing next to – the car was yours. The tension was, as you’d imagine, great. The NOVA team made the most of the moment, stretching it out, building the tension as the four finalists, all women, stood by hoping their car would be the one to match the drawn key. When the lights on the blue Impreza flashed, Erin Dobbin screamed - she was the winner. It was a terrific moment – watch it here. Erin Dobbin was there by herself, and her reaction is magic. Excited – well, why wouldn’t she be - but you can tell it means a lot to the 26-year-old Wynnum West resident. It turns out that she had been out shopping for a new car only a few days before. Her husband, John, was in all sorts of trouble with his vehicle, and with their first child on the way, they needed a solution. “I still can’t believe it,” s aid Erin, an interior designer. “It’s such an unreal experience. “John has an old 1986 Camry wagon which four days out offivehehastopushtoget Bottom left:The Subaru team were an important part of the crowd at the NOVA FM launch. Pictured from left to right are: Carl Kellett, Krystal Veenbass, Sam Wolffe, Stephen Swan, Shane Bright, Richard Wells, Ken Robertson, Arian Booth and James Sperling. it to start. “So the timing is perfect.” When the NOVA crew got John on the line to speak with Erin live, he’d been listening in so had already heard the news, but he was still very excited. The baby is due at the end of March. “It’s been a big year for me – surprise after surprise,” Erin said. INSIDE GRIP HOME PAGE PARTS & ACCESSORIES AFTERSALES MARKETING SAFETY WHO’S WHO AT SUBARU ALLIANCES AMBASSADORS TRENDS DEALER STATS SPORT
GRIP August 2012
GRIP October 2012