Overview
The Subaru Impreza XV is the perfect car to explore the great outdoors. To launch it in the Australian market, we placed it at the heart of a rescue service that reached out to overworked Australians, offering to save them from the drudgery of their jobs and help rekindle a long-lost lifestyle.
“Boredom Awareness” Campaign
Strategically placed print and outdoor executions acknowledged the symptoms of workplace mundanity and heightened awareness of this epidemic.
ONLINE BOREDOM TESTS
Interactive banners identified those suffering from severe work-induced boredom and drove them to the website.
Campaign Hub & Online Diagnosis
Our online emergency centre offered a personal diagnosis based on a series of cognitive tests along with an analysis of people’s Facebook profile.
CAR CONFESSIONALS
Mobile “confession booths” in the form a Impreza XVs allowed people to submit their pleas for help in the hope of receiving some trauma treatment.
XV to the Rescue
The most serious cases were taken away in the Impreza XV for an invigorating dose of outdoor adventure at the hands of our expert therapists.
Results
- More than 7,000 unique users interacted with our online diagnosis tool for an average time of 3 minutes.
- In just 8 weeks, all Subaru Impreza XVs delivered to Australia were sold out
- Subaru Australia’s most successful car launch at the time