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Grip : GRIP October 2012
MARKETING GRIP CREATIVITY WINS TOP PRIZE THIS was a competition with a difference – inviting people to get creative with their camera to score a stylish wardrobe with some help from Men’s Style magazine, $10,000 in cash, and the chance to drive a new Subaru Impreza for a month. A competition with a prize? Not much different about that you might say. True, but this competition required a person who was able to look at things from a different perspective – or actually, to take a photograph with a “ forced perspective”. It flowed from the positioning of the new Impreza as a “small car with a totally new perspective”. Yes, that does sound different you might agree, but to those not in the know, it might also sound confusing. For star ters, what’s forced perspective, I hear you ask? Well, everybody knows someone who loves to take those photos when, for example, they look like they are actually holding up the Leaning Tower of Pisa. They’re not, of course, but it looks like they are. This is a photography technique called “forced perspective.” And to win this major prize, the old “Leaning Tower of Pisa trick” wasn’t going to cut the mustard. What followed were some very creative and different responses sent by MMS to the judges. In the end it was the unusual combination of a person drinking a cup of tea and a $5 note that cleverly bought the Queen into play, that won the prize. This creative work came from Adelaide’s Levi Coombe. Levi loved the competition and the prizes. “Thanks to Men’s Style and Subaru for running such a HUGE competition,” Levi said. “My friends and family have been gobsmacked when I told them about the shopping spree, and the car and the cheque! I’m still on cloud nine. “I had a blast at Myer, it was a great prize and came in very handy. I got plenty of clothes, shoes and accessories, and some toys for the kids, too. “I’m having fun driving the Impreza around too - first time I’ve had a brand new car! We are going to take it for a spin to visit family in Mount Gambier in a couple of weeks.” Subaru brand and a shared service and parts facility with five hoists. GRIP: What’s been the impact from the point of view of customers and staff? AR: We have been able to introduce new customers to the Subaru brand who are now willing to buy a vehicle they can get serviced locally. They are ex tremely happy with the extra choice now available in Batemans Bay. Existing owners are also happy they no longer have to travel a minimum of 120km to get their car serviced. Staff have been reinvigorated by the addition of different vehicles to learn about and the ability to offer customers other options. Service staff have been excited about the different technologies associated with the AWD Subaru cars. GRIP: So bringing Subaru to Batemans Bay has been good for business? AR: The addition of the Subaru franchise has allowed us to make the business a long-term sustainable proposition for both customers and staff in Batemans Bay. It represents the first stage of our plan to create a long term, successful business. NEW IN BATEMANS BAY From page 7 INSIDE GRIP HOME PAGE STI BRZ PBMS BRZ PARTS & ACCESSORIES AFTERSALES ALLIANCES DEALERSHIPS MARKETING TRENDS DEALER STATS SPORT
GRIP September 2012
GRIP November 2012