#SUBARUdromio George Anagnostopoulos, Socialab
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#SUBARUdromio George Anagnostopoulos, Socialab
MC 2 XP 2 MC
Today’s presentation:
1. Who’s Subaru’s real audience?
2. Subaru has lovers, not drivers
3. How we formulated our strategy
4. What kind of results did we bring?
Subaru is not for everyone
Subaru is not for everyone
http://video214.com/play/Ydhok06uA3nnDFGlHhvJ1Q/s/dark
The more you miss this
the more of Subaru there’s in you
Because of this...
So, Subaru has lovers.
What do lovers do?
They send <3 messages!
And they do it without incentive!
Because of this...
So, Subaru has lovers.
What do lovers do?
They send <3 messages!
And they do it without incentive!
Facts
Sales +168% (2013 v 2014)
No Advertising (unlike the competition)
Lovers, not just drivers
Strategy
Avoid the ad clutter Target only relevant audience
Subaru Lovers
Influencers
Press
We had some fun ourselves :)
Arachova, 3 months
SUBARUdromio
What was SUBARUdromio like?
http://video214.com/play/gO2gOFxDrx1OAxnS0QkcIA/s/dark
Favorite moment of the experience
Souvenir, just after the snow melted...
Feel free to try this at home! :p
There was UGC and then there was this
https://www.youtube.com/watch?v=nDLaLjtIHeU
Results
9,534 mentions
~840 test drives
~280 “call me” requests
7 kinds of media 2,538 different users
Last step
Market to a big room full of over-worked executives
looking to escape.
