“The main objective of the print ad campaign is to give Subaru a more mainstream presence,” said Wim Harrington, managing director of Hydrogen, the creative shop behind the campaign.
“Subaru’s rally-racing heritage doesn’t necessarily translate into automobile sales. The Hong Kong car market is extremely competitive. Changing perceptions and building a new brand image takes time, but our work is also judged in a pragmatic way - after all, we’re here to help Subaru sell cars. If the cars aren’t leaving the showroom, the advertising isn’t doing the job.”
“Subaru’s rally-racing heritage doesn’t necessarily translate into automobile sales. The Hong Kong car market is extremely competitive. Changing perceptions and building a new brand image takes time, but our work is also judged in a pragmatic way - after all, we’re here to help Subaru sell cars. If the cars aren’t leaving the showroom, the advertising isn’t doing the job.”
The Subaru Impreza was launched in Hong Kong this month, targeting 25- to 35-year-old business executives as an affordable, sporty car.
“Safely and comfort are the key selling points. The client invested a lot of money in developing the new interior cabin — which has eight air bags, hence we used the ‘silk pillow’ theme in the creative to highlight the comfort element of driving the car,” said Iris Hsu, head of creative, Hydrogen.
Meanwhile, the Subaru Legacy is aimed more at the top end of the market, with the campaign creative featuring the visual of a brain to highlight the model’s range of computerised driving modes.
