subaru sa january 2015 advertising plan for june & july 2015 how are we moving forward?
TRANSCRIPT
SUBARU SAJANUARY 2015
Advertising Plan for June & July 2015
How are we moving forward?
SUBARU SAJANUARY 2015
Goals?BRAND AWARENESS:• Subaru = Adventure• The best adventure, is yours• Highlight lifestyle/emotion• New target market must be reached &
influenced…
RETAIL:• Forester Demo campaign• Increased interest/sales
WRX CAMPAIGN:• Re-ignite interest & sales on WRX• Specific retail campaign to be communicated by
sales department.
PRIMARY:LSM: 9+35 – 55yrsWith Children60% Gauteng
PRIMARY:LSM: 9+30 – 55yrsMotoring enthusiasts, performance focused
SUBARU SAJANUARY 2015
Media Cycle
TV
Radio (TBC)
Print/ PressDigital
POS @ dealers
HIGH REACH - POSITIONS BRAND
Educate on brand, models & campaign. DEALER NETWORK & MEDIA FLEET.
RESEARCH & CONVERT TO LEADS.
REPITITION/FREQUENCYFocus on call-to-action.
CLOSING THE LOOP
CONSISTENCYbreeds
FAMILIARITYbreedsLIKING
SUBARU SAJANUARY 2015
Messaging
Dealers to structure their own deals specific to the 2014 Forester Demo Campaign.WRX retail communication to follow.
TV advertising commences on Saturday, 06 June 2015.
SUBARU SAJANUARY 2015
Messaging
Outback Safari Trip to continue on TV up to mid-June on MNET via sponsorship of The Blacklist Season ll.
Remember to provide your regular reports regarding Outback sales to Willem Reyneke.
SUBARU SAJANUARY 2015
Media ScheduleWeek of 01-Jun 08-Jun 15-Jun 22-Jun 29-Jun 06-Jul 13-Jul 20-Jul 27-Jul
DSTVMNET - The Blacklist ll Sponsorship (Wednesdays) 30" Outback & 10" OBK
Supersport Blitz, 1 - 4 (Weekends)
Discovery Channel
BBC Lifestyle
BBC Entertainment
IgnitionPRINTAA Traveller (quarterly) 2p feature story by Adrian Burford on Outback & online exposure on websiteEscapes FP advert FP AdvertModern Athlete/Cyclist FP advert & social media & competition FP AdvertDriven Magazine FP advert (featured story was in MAY)DIGITALWebsite optimisationGoogle advertisingSocial Media Advertising
40" Brand & FOR (48) 30" WRX adverts (43)
30" WRX adverts (48)
40" Brand & FOR (55) & 30" WRX ads (55)
US Open Golf & Super Rugby Play-Offs & F1
40" Brand & OBK (55) & 30" WRX ads (55)
Springbok test & British Open Golf & F1
40" Brand & FOR (55) 30" WRX adverts (55) EUFA Champs Final &
F1 & MotoGP
30" WRX adverts (55) F1 & MotoGP & Tour
de France
40" Brand & XV (52)40" Brand & XV (52)
40" Brand & OBK (44)
Considerations• Dealers must be informed by SSA.• 4 separate messages to market:
– Brand = Adventure– 2015 Outback Safari Trip– Forester Demo Campaign– WRX positioning as performance sedan
• Retail elements designed and communicated to network.• Additional creative elements can be ordered from SSA as
needed by any dealer.• All info loaded onto Let’s Talk for easy reference.• TV Campaigns kick off 06 June 2015.