Subaru Canada

The biggest challenge in launching the 2011 Subaru WRX STI was strict ASC guidelines that didn’t allow the demonstration of performance – no speeding, no drifting, no jumping. And with a tight budget and miniscule share of voice (1.3%), Subaru needed to be laser-focused to reach the target of high-income performance car enthusiasts.

Using film as the driving force to bring the idea of “Pure Performance” to life, DDB created a real, living flipbook commercial that comes alive only when the WRX STI passes it. The flipbook animation allowed the agency to show what regulators wouldn’t. Using no post or CGI, the flipbook animation story was entirely powered by the WRX STI, which captured individual frames via a camera mounted to the car.

The first part of the campaign consisted of television, radio, print, online banners, customized campaign and YouTube pages, in-store POP and in-video game ads. It was seeded through social media and original content was created, such as a TV film, behind-the-scenes documentary and Tall Pines Rally racing footage.

Views for “Pure Performance” campaign elements online had surpassed 750,000 at the time of submission. On YouTube it was the number one favourite Auto and Vehicle video in Canada and the number three most viewed Auto and Vehicle video in Canada.

In addition to a Gold Bessie award and Bronze Cannes Lion, interest for this campaign spread beyond the awards circuit with coverage in the National Post, among others.

And sales more than doubled during the campaign period to 449 cars (+126% vs. previous year), following flat sales the previous 12 months.