Hannah Doyle - Lee Brown

Goal Use Subarus reputation of long-lasting, reliable vehicles to promote future sales Use real world owners testimonies as support Improve Public Relations by sharing sustainability goals Zero-Landfill facility (3:26) Show the many different personalities of a Subaru Owner

Overview – Multiple Appeals Subaru appeals to drivers who are conscious about the environment Subaru appeals to drivers who are performance mindedperformance minded They want to share the feeling that Once you own a Subaru, youll never own anything else.

Web Presence One of the largest single-model focused online forumsonline forums Subaru website provides full disclosure of company activities Car clubs Discussions of outdoor Subaru adventures

Campaign Scope National Television Moderate advertising on car-related websites Promoting an emotion toward the brand that already exists for millions of customers

Dog Tested, Dog Approved Most recent advertisments promote the family oriented aspect of the Subaru Forester Aired during Animal Planets Puppy Bowl, the alternative to the Super Bowl Dogs used in commercial were adopted from shelters Subaru has sponsored the American Society for the Prevention of Cruelty to Animals since last year

Thank You