Subaru. Share the love sales event
BROADCAST / SALES EVENT / PRODUCT / PHILANTHROPIC
Every holiday season, Subaru faces a conundrum: how to compete for sales while every other auto manufacturer spends millions on incentives? The answer? Sell love, not the car. Subaru donates $250 to charity for every vehicle purchased during its Share the Love event. It’s a new thought in the automotive space: instead of more money in our pocket, put it in the pocket of those who need it most. Another radical thought? Don’t include a single vehicle in the advertising. In six weeks Subaru sold 93,000 cars. The most sold in any month, in the history of the brand and raised 23 million dollars for those in need.
AWARDS
The Effies: Silver Automotive / Vehicles
The show: Bronze /Music With Lyrics
WRITER: Ryan Peck
Year two - Social films
We felt it was imperative to create longer stories than network media buys allowed us. We wanted people to feel the deep connection the people being helped and the people helping shared. So we created a film series that we shared through Subaru channels and gave to the organizations so they could share on all their social platforms. Watch the other three at my Youtube channel. Link above.
WRITER: Ryan Peck / EDITOR: Bill Rammer