Subaru: Changing Perception

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The Challenge: The Subaru Forester was launched using visuals of sumo wrestlers in a water fight. While it delivered the message and market share rose from 4% to 11%, Subaru did some recent research which revealed a lot of people had not seen the campaign. This group held the misconception that Forester was an unusual boxy station wagon vehicle.

The Objective: When non-believers were shown a picture of the current Forester with its styling, they were pleasantly surprised. The fact that it was Japanese-made gave them the impression of quality as well. The goal was to re-introduce Forester to those who did not know the brand while reinforcing the brand with those who already understood it.

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