Subaru is a Teenager Fully Loaded with Attitude in Campaign from Zulu Alpha Kilo

Subaru Canada is taking a bold approach for the launch of their newest compact crossover vehicle. By personifying the Crosstrek as a teenager with a tone of attitude, the brand shows that the latest outdoor edition was born to adventure. This cool new vehicle comes packed with personality for those that love to take their vehicle off the beaten path.

Using an integrated, multi-media approach, the campaign showcases a docu-style interview with “parents” talking about what it’s like to have a rebellious 'Crosstrek kid'. In a series of broadcast and online videos the vehicles splash through mud, traverse cliffs and plough through sand dunes with ease, demonstrating their true versatility. All while defying their 'parents'' rules.

“We needed to appeal to a younger target audience while keeping true to the personality of our brand,” says Ted Lalka, senior vice president, marketing & product management. “This launch was about generating awareness in a very competitive segment and showcasing the capability of the Crosstrek.”

Subaru is teasing the launch across social media before launching nationally with TV, Digital, OOH, and other social initiatives.

“When you look at the work, it’s amazing that we were able to give the Crosstrek its own personality,” says Zak Mroueh, chief creative officer and founder at Zulu Alpha Kilo. “This campaign will resonate and stand out against the competition.”

Zulu Alpha Kilo led the strategy and creative development, Agence Rinaldi handled Quebec market creative and OMD was behind the media planning and buying.