Aligned with Subaru’s brand essence, “100% Adventure, 0% Mainstream,” we put the Crosstrek in motion as an uncompromising all-rounder – designed for those who carve their own path. The goal: establish the Crosstrek in the SUV market, boost brand awareness, and drive demand. With a data-driven media strategy, we connected with the target audience exactly where they are – from the first spark of inspiration to the final purchase decision.
Austria’s SUV market is saturated, and as a new model, the Crosstrek needed to offer more than just solid engineering. The challenge: precisely define the target audience and craft messaging that strikes both emotional chords and delivers hard facts. The starting price of €34,990 was a strong selling point – but we aimed higher. We wanted to spotlight adventure, safety, and durability without losing focus on the technical USPs like the symmetrical all-wheel drive and the 8-year warranty.
Our campaign positioned the Crosstrek as the ultimate vehicle for a life off the beaten track. The tagline, “Built for Grip. Made for Action.” captures the vehicle’s dynamic spirit. With cinematic visuals, authentic driving scenes, and real adventure moments, we didn’t just capture attention – we sparked a desire for new experiences.
"This campaign presents the Subaru Crosstrek's thirst for adventure and reliability in an authentic and effective way. The creative implementation and the data-driven media strategy create a strong basis for addressing our target group in a targeted and sustainable way."
Patrizia Frei
Marketing Assistant Manager, Subaru Austria
Getreidemarkt 1, 1st Floor, Top 10, 1060 Wien | T +43 1 264 4248 | office@digitalwerk.agency | Mo–Thu: 09:30–17:00, Fr: 9:30–12:30
©digitalwerk GmbH 2023
.svg)