Case Study

Subaru Impreza Blogs

Subaria

November 2007

The blogossphere

• Blogs have become the second most reliable source of information for europeans (24%),

after the press(30%) and right ahead of TV ads (17%) and E-Mail MK (14%)

• Half of the spanish Internet users have or have had blogs.

• Spain is the third country which has more bloggers worldwide.

• 40% of the bloggers have bought a product or service after reading about it in the

blogosphere.

• As an average blogs are read 3,4 hours per week, and 25% of the do it once a day at

least and also follow an average 4,6 blogs .

FUENTE: “Buscando al consumidor en el mundo

digital”. Microsoft & Zed Marzo 07

The New Impreza

Goals

Solutions

Results

Goals

Goals:

• Create a new scenario where the brand could talk directly with the consumer and

percieve their feedback.

• Improve the brand image in the Blogosphere. Reduce the negative reputation the

Impreza was having in Internet.

• Generate a unique experience among the future and actual Impreza owners

• Make the Impreza more accesible for their potential buyer.

Solutions

How we did it:

• We launched a PR actiona among the key automotive bloggers.

• We created a specific blog for the brand and ths model: www.subaria.com

• Though the blog we Evento Especial exclusivo donde les presentaremos, casi en

primicia, el nuevo modelo de la marca.

Timeline and Implementation

Óptico de Acciones:

Previous Analysis

Brand Study

Search Engines (Information)

There is a huge amount of info about the Subaru Impreza over the Internet. Typing Subaru

Impreza in Google returned + 1,5, MM enrtries .

Despite this amount of information the makers presence in Internet is merely testimonial.

Subaru ´s blog increments the volume of controlled information about

the brand.

Blogs (conversation):

• Actual conversation: The conversation over thje Subaru Impreza were centered about the

restyling of the model issue, generating a great amoiunt of buzz among oppinion leaders and

consumers with Subaru not participating in this process.

• Conversación permanente: Internet refleja la existencia de una red social en torno a

Subaru Impreza, traducida en iniciativas colectivas y personales como clubs de fans, foros,

blogs, convocatorias, diseños, juegos… Esta red social mantiene una conversación estable

sobre Subaru Impreza, basada en la afinidad con este modelo.

Estudio de la Marca:

Subaru´s Blog is born to be the perfect brand spokesperson in front of the

bloggers and onsumer who were the only ones speaking..

El Blog de Subaru permite identificar, participar en la conversación y

fomentar la red social que se crea en torno a la marca.

Communication process

How we did it:

• Though posts in different automotive blogs, we announced a brand new blog:

www.Subaria.com

• Dentro del Blog, generaremos Post (noticias/comentarios) para darle continuidad y

contenido al mismo.

• Los usuarios podrán dejar sus opiniones (postear) acerca de lo que leen en

Subaria e inclusive, ponerse en contacto con un Responsable de la marca.

http://www.motorpasion.com/

http://www.terra.es/blogs/motor.html

http://www.tecnocoches.com/

http://www.diariomotor.com/

http://www.motordehidrogeno.net/

http://www.autoblog.com.es/

http://www.cochesjaponeses.com/

http://www.planetacoches.com/

In the press

The venue

The event

• We limited the number of invitations to 30 bloggers.

• The venue took place in a Subaru delaeship.

• Different Impreza´s were shown.

• Subaru Spain staff (Marketing Manger included) were there for interviews.

• Oportunidad de charlar con los mecánicos y jefes de producto

• Obsequio-regalo a cada uno de los asistentes

• The oppinion was extremely positive according to the assintants:

• Subaru “was tjhere for them” and was there dsite the bad critics received recently.

• 1st. Auto brand to acknowlwdge the influence of the bloggers as oppinio makers.

• High nexecutives were there to chat and answer questions directly. Subaru does not hide.

• After the conference the posts turned from negativ to neutral and positive.

• We overcame bad critics.

The venue. Photographs.

The event

Today

Qué pasa ahora:

• www.subaria.com is still active, alive and updated by users daily.

• From the beginning , the blog has had great success among users:

• More than 120 Post published in the nuestro Blog and more than de 100 mentions

in other vertical blogs (Automotive, marketing, lifestyle, etc).

Repercusión en el Sector Publicitario

Repercusión en los Medios

• El componente novedoso de esta acción y teniendo en cuenta que Subaru ha sido la 1ª

marca de Automoción en realizar algo similar, supuso que un gran número de soportes

especializados del Sector Publicitario se hicieran eco de esta nueva forma de

comunicación.

Gracias