SUBARU SA JANUARY 2015 Adventure Campaign Report

SUBARU SA JANUARY 2015 What is Adventure? The thrill of exploring something new. Being prepared for any challenge. A yearning for more from life. That feeling of being on your way. The confidence to be yourself. Adventure is Confidence in Motion

SUBARU SA JANUARY 2015 Goals? BRAND AWARENESS: Subaru = Adventure The best adventure, is yours Highlight lifestyle/emotion New target market must be reached… RETAIL: R100,000 Adventure Competition Increased interest, engagement, test drives & sales PRIMARY: LSM: – 55yrs With Children 60% Gauteng

SUBARU SA JANUARY 2015 Media Cycle TVRadio Print/ Press DigitalPOS HIGH REACH - POSITIONS BRAND Educate on brand & campaign. DEALER NETWORK & MEDIA FLEET. RESEARCH & CONVERT TO LEADS. REPITITION/FREQUENCY Focus on call-to-action. CLOSING THE LOOP CONSISTENCY l FAMILIARITY l LIKING

SUBARU SA JANUARY 2015 Media Schedule 09/0216/0223/0202/0309/0316/0323/03 MNETXXXX DSTV (SS 1-4, Disc, NatG, BBCL) XXXXXX RADIO (Highveld) XXXXXX DIGITAL (Google & Social M) XXXXXXX

SUBARU SA JANUARY 2015 ROI – Digital Compared with same period prior to campaign: Total sessions: % (38,000+) Unique users: % (26,000+) Page views: % (162,000+) 63% new users(new audience influenced) Book a test drive: % (147) Download Brochure: +5.58% (435) * 42% of conversions from Direct Traffic or PPC. + INTEREST + ENGAGEMENT + TEST DRIVES Any Negatives? -Bounce rate increased -Pages per session decreased

SUBARU SA JANUARY 2015 ROI – At Dealer Level

50.2% of test drives were Subaru firsts(NEW TARGET MARKET INFLUENCED) WHERE DID YOU HEAR ABOUT THE COMPETITION? 9.0% TV & Radio 7.1% Referral 7.1% Internet 73.1% Dealership 4.1% Other 26.9% directly from campaign = 30 (26 new). 75/167 new cars sold was through campaign = 45% of total. 242 vouchers completed with 109 sales = 45% closing ratio.

ROI SUMMARY What did the campaign achieve? -348,000 reached via TV with frequency of ,000 reached via Radio with frequency of ,300 unique entries via Radio competition -7,000 extra unique(new) visitors to our website -67 extra test drive requests via website first time Subaru test drives overall -Approximately 30 (26 new) cars sold from campaign BRAND AWARENESS + INTEREST ENGAGEMENT with new market + SALES

Conclusion Campaign worked on both new and used cars (68%/32%). Feedback from dealers are critical. Campaign education within dealer network needs to happen PRIOR to roll-out in media. Dealers who made use of the campaign in their own advertising were more successful. Multi-channel approach works well to influence actions. Digital is where we convert leads into action. TV is for brand awareness and radio is for call-to-action. Database of vouchers will be used for future direct marketing campaign from SSA.