Subaru has launched a humorous new campaign, “The World’s Worst Weatherman,” to show that even when caught off guard by the weather, drivers can call on the confidence, safety and reliability of Subaru Symmetrical All-Wheel Drive to handle virtually any road condition, says the company.
Developed by Minneapolis ad shop Carmichael Lynch, Subaru of America’s agency of record, the campaign uses TV spots, Subaru.com, the company’s Facebook page as well as mobile applications and YouTube to help drivers in any region of the country understand the Subaru Symmetrical All-Wheel Drive advantage.
Subaru of America recently announced that Takeshi Tachimori, corporate senior vice president and chief general manager of the Subaru Product and Portfolio Planning Division at Fuji Heavy Industries, Ltd. (FHI), will replace Yoshio Hasunuma as chairman, president and CEO of Subaru of America effective April 1, 2011. (Read: Takeshi Tachimori to Drive Subaru of America)
The company has also been trying to bring innovation to its marketing processes. An interactive, digital brochure allows consumers to electronically explore the 2011 Subaru Outback with a dynamic product presentation that includes 360-degree views, videos and interactive demonstrations. (Read: Subaru Using Virtual Brochure to Sell its Car)
Moreover, Subaru of America unveiled the Impreza Design Concept at the last year’s LA Auto Show, which previews the carmaker’s new “Confidence in Motion” design and brand strategy. (Read: Subaru Reveals Impreza Design Concept)
“Our newest campaign puts a comedic spin on the way we all plan our activities based on the weather,” said Alan Bethke, director of marketing communication for Subaru of America, Inc.
“The World’s Worst Weatherman campaign brings the unpredictability of weather to viewers in a fun and amusing way – and most importantly, touts the value of Subaru Symmetrical All-Wheel Drive. In other words, the weather really doesn’t matter if you drive a Subaru.”
The videos are available at subaru.com/weather, along with games such as “Conversation Starters,” “Time Wasted” and “Weather Odds.”
Conversation Starters features alternative options for beginning discussions rather than the overused line, “So, how about that weather today?” Time Wasted calculates the amount of time a person spends worrying about the weather, based on age and frequency of weather chat. Weather Odds predicts the probability of a person encountering inclement weather in their current location.
Another game on Subaru’s Facebook page, “Forecast Showdown,” allows fans to pit themselves against the actual forecast, as well as their friends’ forecast predictions, to see who has the superior forecasting skills.
Subaru made this announcement Monday, May 9.
Subaru of America, Inc. is a wholly owned subsidiary of Fuji Heavy Industries Ltd. of Japan. Headquartered in Cherry Hill, N.J., the company markets and distributes Subaru Symmetrical All-Wheel Drive vehicles, parts and accessories through a network of more than 600 dealers across the United States.