Subaru

After five years of decline, the Subaru Forester’s share of the small Japanese SUV segment had slipped to 7%. Seen as old and tired and significantly outspent by the competition, Subaru needed to use the 2009 model to revitalize the franchise and attract a new, younger consumer.

Research showed that people in this segment had started families and were being more practical and responsible – but still wanted to feel playful and young. Subaru also needed to play up its Japanese roots to compete with the CRV and RAV4. DDB carved out a definitive position to show that the Forester has everything consumers want – in the biggest way possible.

The integrated campaign launched on television with a sexy car wash scene featuring scantily clad sumo wrestlers. The sumos posed in magazines and newspapers in classic pin-up and calendar shots and in virtual billboards in Xbox 360 games. On radio, a Barry White-type voice interrupts the announcer, saying the features make him feel like “makin’ love.” All activity directed potential customers to sexysubaru.ca, where they could act as official photographer for the 2009 Subaru Forester Sexy Photo Shoot.

The launch exceeded all expectations. May sales were the highest in Canadian history for the Forester as well as the Subaru franchise, whose share of the segment grew by five points. Subaru had to backorder units for customers. “CarWash” scored over 600,000 views on YouTube, making it the most talked-about automotive viral video on the net for more than a week.