Subaru | Time To Impress

Integrated Automotive Campaign

Subaru faced a significant commercial challenge. The Impreza was being marketed as a Japanese family car, competing against more affordable alternatives such as the Toyota Corolla. Sales were struggling, and with a new model approaching, the dealer needed to clear three warehouses of existing inventory before its value dropped further.

Rather than compete on price, we challenged the positioning. The Impreza had genuine performance credentials and an established appeal among driving enthusiasts that its family car competitors couldn't easily match. We shifted the focus from practicality to performance, targeting a younger, more passionate audience that valued the car for what it was.

The Time to Impress campaign brought this repositioning to life, transforming the Impreza from an expensive family car alternative into an aspirational performance proposition that resonated with its natural audience.

The results were remarkable. All three warehouses of existing stock sold out ahead of the new model's arrival, turning a significant inventory challenge into a commercial success and demonstrating the power of getting brand positioning right.