You may have noticed Subaru's ad campaign launched this summer, which shows short stories of how Subaru owners "love" their cars. Subaru America describes the ads with the following statement:
"I love my Subaru" is one of the most-used phrases we hear from Subaru drivers about our brand. That's why our new marketing campaign created by our agency of record, Carmichael Lynch, is based on the strong emotional bonds Subaru owners develop with their vehicles.
By focusing on the love Subaru owners have for their car, Subaru challenges non-owners: "Do you love your car?"
As a Subaru owner myself, I'd have to agree completely with the above sentiments. Whenever someone asks me about my car the first words out of my mouth are always "I love my Subaru." I thought that the feeling would begin to wear off as time pasted, but I honestly love it just as much today as I did when I bought it a few years back. In fact many of my friends would attest to the fact that I'm a bit overprotective and OCD about my car, which is a complete 180 from any other car I've ever owned.
All that aside, in regards to the new ad campaign it makes me wonder... if I didn't own a Subaru already would I want to buy one because of this campaign? Well I'm not sure. Prior to being dragged to the Subaru dealership by my Dad who is also a Subaru owner I had always thought that Subaru's were a bit uninspiring. What I realized quickly was that I didn't know what I was talking about. The test drive in particular sold me.
I think Subaru isn't far from the truth with the Love concept, but better than any marketing campaign what it has going for it most is word of mouth promotion from owners. That's something you simply can not have without producing a high quality product. Especially in the world we live in today where there are ENDLESS options making brand loyalty a thing of the past.
To prove my point here are the chain of events leading up to my purchase of a Subaru:
1. My Dad bought an outback after his good friend recommended he check it out. His friend is also a Subaru owner might I add.
2. When I was thinking of getting a new car my Dad insisted that I go test drive a Subaru since he was so happy with his outback.
3. I ended up purchasing a Legacy. (There was no contest...)
4. A year after purchasing my car I insisted that one of my friends who was looking to buy a car go test drive a Subaru, which lead to her buying a Forester.
Coincidence? Maybe, but I don't think so. A happy customer is always you're best form of promotion. And that's priceless.
If you haven't seen the Subaru Love Campaign it's your lucky day. They compiled them all for you at Subaru America.