Want to help plan Subaru's new advertising?

We are doing some basic work. What you do, is get to know the consumer, do the research, begin making concepts, then you start producing and running the ads.

Now that we have the new account, we need to start to get to know the consumers better.

I am headed up to the Lake Superior Rally this weekend to start hanging out with peeps.

For those of you that aren't headed there, if you are interested in helping answering these few small questions and posting a picture of you and your car would really help.

This is especially helpful if you have purchased your car in the last three years (new or used).










Name (first)

What kind of car/model/year bought

1. what about Subaru attracted you to the brand? Give me three emotional (it was sexy) reasons and three rational (I needed a wagon for hauling stuff).

2. what else were you considering

3. what kind of a person drives a Subaru? how would you describe them. lots of adjectives, please

4. the type of car people drive says a lot about them, what does your Subaru say about you

5. what is your favorite thing about your Subaru?

6. what does your Subaru allow you to do that other cars might not? How does that make you feel?

7. how does Subaru help you with life's daily adventures? Can you provide some examples?

8. Do you have a picture of you with/in/infront of your Subaru? (if so just post a picture below)


Thanks!

If you have questions, just shoot me an email or pm

Chris

 

Name (first)
Sean

What kind of car/model/year bought
2006 wrx sti

1. what about Subaru attracted you to the brand? Give me three emotional (it was sexy) reasons and three rational (I needed a wagon for hauling stuff).
the sti is like my dream girl.... likes to go fast, play hard... and begs me to mud wrestle.

2. what else were you considering
this was a planned car since I saw they were coming to the US

3. what kind of a person drives a Subaru? how would you describe them. lots of adjectives, please
Cultish.... mazda owners don't get all giddy when they see another mazda.....

4. the type of car people drive says a lot about them, what does your Subaru say about you.

I like my subaru like I like my girls, play outside all season... rain/snow/or shine its alwase go time. plays well with others.

5. what is your favorite thing about your Subaru?
Raw un-cut power.

6. what does your Subaru allow you to do that other cars might not? How does that make you feel?
I can have my off road and speed it too!
all ground is my playground.

7. how does Subaru help you with life's daily adventures? Can you provide some examples?
can you think of a car that can last as long, made to be driven as hard, and enjoys life as much as you do?

8. Do you have a picture of you with/in/infront of your Subaru? (if so just post a picture below)

i'll find the pic of me a bit later... but we just liked the little vroomer so much we had twins.

 

Perfect. Just punch out more of why you bought it, the emotional and rational reasons.

This will help a lot.

 

hahaha

new strategy developing!

I am going to give clement a ride this week to scare the crap out of him.

 

Yup. Maybe by the time you are ready for your internship you will be at CL for creative development.

 

Name (first): Stuart

What kind of car/model/year bought - 2001 Impreza 2.5RS Sedan (bought in March 2005)

1. what about Subaru attracted you to the brand? Give me three emotional (it was sexy) reasons and three rational (I needed a wagon for hauling stuff).
Emotional - I'm a huge fan of the WRC, and Subaru has been my favourite team since the early 1990s. To me, the GC Impreza is such a great looking car. I love the noise the engine makes.
Rational - AWD for MN winters. Legendary reliability. Wanted a good platform with lots of aftermarket support that would do double duty as a daily driver and AutoX weapon.

2. what else were you considering
2003.5 Mazdaspeed Protege

3. what kind of a person drives a Subaru? how would you describe them. lots of adjectives, please
Free thinkers who choose function over form, but love the form all the more because of the beauty of the function hidden within.

4. the type of car people drive says a lot about them, what does your Subaru say about you
That I'm not one of the sheeple, content to drive around in one the banal econoboxes that clog our highways these days.

5. what is your favorite thing about your Subaru?
The whole package. It looks great, works great, and puts a smile on my face whenever I drive it.

6. what does your Subaru allow you to do that other cars might not? How does that make you feel?
It soaks up the abuse of a Minnesota winter and a hamfisted AutoXer with equal poise. That makes me happy. Really happy.

When I bought the car (after searching for it for a whole year), my wife and I had to drive it back from Ohio to Minnesota. All was fine until a few miles from the MN/WI border, when a snowstorm of almost biblical proportions hit. The storm was so bad, even the ploughs gave up and went home. We passed more than 15 cars stuck in ditches (we didn't stop to pull them out, but did call 911 for most of them) before we pulled over for the night. That part of the trip did get a little hairy at times, but I never felt that we were in any danger. That's was very reassuring, and really validated my decision to get another Subaru.

7. how does Subaru help you with life's daily adventures? Can you provide some examples?
It gets me from A to B without any drama. It makes on/off ramps just that little more entertaining, enough to perk up an otherwise dreary commute.

8. Do you have a picture of you with/in/infront of your Subaru? (if so just post a picture below)

Me and The Stoobaru at an AutoX



I'm also busy raising a pair of future Subaru customers

 

I have 2 Subarus do I get to do this twice?

Name (first)
Martin

What kind of car/model/year bought
1995 Impreza LX, bought in spring 04
1984 Brat, purchased in fall 06

1. what about Subaru attracted you to the brand? Give me three emotional (it was sexy) reasons and three rational (I needed a wagon for hauling stuff).
Sexiness, I was looking at 98-01RSs originally. comfort w/ brand, My parents had owned numerous subarus (still do). Reliable, getting over 200k on a car w/ only minor maintance is a good thing. Practical, I needed AWD where I lived so it was perfect.

2. what else were you considering
Nothing.

3. what kind of a person drives a Subaru? how would you describe them. lots of adjectives, please
Unique people drive subarus. Here there alot of performance minded people who enjoy the power and handling of awesome AWD turbo cars. Practicality. Subaru makes the ultimate when it comes to station wagons and versicle family haulers / grocery getters. Informed. Many people own Subarus based on the company's views. (ie environmentally friendly, GLBT friendly, ect...) Also all subaru owners are rally drivers.... all of them.

4. the type of car people drive says a lot about them, what does your Subaru say about you
Well my car is unique (or was until like 8 other people on here bought the same car!) It stands out from the run of the mill car you see everyday. It shows that I am practical and that I think form follows function. not everyone on 94w has a lowered car w/ huge rally flaps and skid plates. It is outspoken w/o going overboard.


5. what is your favorite thing about your Subaru?
Boxer engine. The EJ22E phase 1 is an amazing platform and I love it. It is super easy to work on, and really forgiving (oops put the timing belt on wrong... no biggie). It is a great car to learn on, since it is so easy to take apart/put together. The boxer engine allows for a lower center of gravity, and also for a better weight balance which is great for the performance aspect. Also the AWD is amazing. I love driving in the winter/mud/rain/apocalypse/ect... It is so much fun to talk w/ people who are stressed out or hate driving in odd conditions, and being able to say that it was a blast and when i am done w/ work/school/other BS I am going to go and drive in it for fun. Also I love the rally heritage of Subaru, and how it is very evident how the cars have evolved through technological advances in rally racing.


6. what does your Subaru allow you to do that other cars might not? How does that make you feel?
Well I like to play in the mud/snow. Pretty sure there are a very limited amount of cars that can keep up (that are also in the same price range). I love it. comparing it to other cars. sure that RX-7 is a street monster, but what if there is 8" of snow on the ground? My car can be fast on pavement/ice/snow/dirt/gravel/rain. its versatile.

7. how does Subaru help you with life's daily adventures? Can you provide some examples?
Interesting question. my daily adventure consists of a 30 mile commute each way. When I am nice to the car I have seen over 30mpg which is great for commuting. The AWD is great in the winter seasons for getting from A - B and for safety reasons. in jan of 05 i was heading to school up in brooklyn park. I was taking 169 north at about 7am. there was about 3" of fresh snow on the road covering some frozen rain. the 7 series BMW in the right lane ( i was in the left) starts to spin out right infront of me. he passed through my lane and into the ditch. I wasnt going to be able to stop in time to prevent hitting him, so I changed lanes to get around him. I went through the same spot he spun out at while accelerating around him and didnt think the world about it.


8. Do you have a picture of you with/in/infront of your Subaru?
dont have a pic w/ me and my car handy. i will try and find out later. this will have to due for now.

 

Nuke

2006 Wrx


1. what about Subaru attracted you to the brand? Give me three emotional (it was sexy) reasons and three rational (I needed a wagon for hauling stuff).
AWD & Turbocharged

2. what else were you considering
Infiniti G35 & Lexus 250

3. what kind of a person drives a Subaru? how would you describe them. lots of adjectives, please
Um...someone who likes Subarus? I guess

4. the type of car people drive says a lot about them, what does your Subaru say about you
I love speeding and doing donuts in the snow, gyea!

5. what is your favorite thing about your Subaru?
AWD AWD AWD

6. what does your Subaru allow you to do that other cars might not? How does that make you feel?
Living in MN, snow, having fun in it
Makes me feel good y0!

7. how does Subaru help you with life's daily adventures? Can you provide some examples?
Safety

 

Name (first)
Matt

What kind of car/model/year bought I'm including mileage too....
current:
1992 Loyale Wagon.....bought in ~'98...currently has 185k on body

previous:
1985 GL Wagon....bought in '04....had 120k when parted out (rusted)
1988 GL Wagon....bought in '05....245k when sold
1988 GL Wagon....bought in '06....something like 200k now....but the odo hasn't worked for years

parents:
1992 Legacy sedan....bought in ~'96....parted out in '06 with 235k, lives on in my loyale :yumyum:
1994 Legacy GT wagon....bought in '06....140k
2001 Legacy L Sedan......bought in '06.....40k

1. what about Subaru attracted you to the brand? Give me three emotional (it was sexy) reasons and three rational (I needed a wagon for hauling stuff).
emotional? I think they're (old gen cars) sexy now.....but very ugly when I first started driving them.

rational.....haha....yes! un-matched low center of gravity from it's boxer engine. immaculate handling due to symmetrical AWD. incredibly reliable/long lasting. hauling capabilities of the wagon. lightweight (for an AWD car)


2. what else were you considering
VW, but mostly Audi. I was driving an '84 Audi 4000S Quattro when I bought my '85 subaru. loved that audi, but they're too heavy, and have gotten expensive.

3. what kind of a person drives a Subaru? how would you describe them. lots of adjectives, please
smart :biggrin: , adventurous, efficient. hmmm....that's tough....I'll see if I can't come up with some more

4. the type of car people drive says a lot about them, what does your Subaru say about you
I'm a little crazy :laugh:. I love being unique. I like to mountain bike and ski. I'm a republican (stickers...). I haul stuff (wagon + trailer hitch).

5. what is your favorite thing about your Subaru?
just one?! the car itself has alot of awesome qualities when driving it....but the thing I like the most, is the conversations it starts. at gas stations, rest stops, wherever I stop. usually somebody at least makes a comment about it, from, "you know....I used to have a GL wagon/brat/hatch alot like that.....boy do I miss that car". to, "now, there's no way that thing has a stock engine...what've you done to it?!"

6. what does your Subaru allow you to do that other cars might not? How does that make you feel?
it's not fast, but quick enough to get a scared second glance from the local honda morons (that would be morons with honda's.....not all honda owners are morons). I can still haul 8 foot lumber inside the car. awesome camping car. go pretty much anywhere....and bring everything with you!!!

7. how does Subaru help you with life's daily adventures? Can you provide some examples?
similar to above. I make frequent trips to Home Depot.....and always get funny looks as I roll a car with a few 8' 2x4s up to my little subaru in the parking lot. and I can only imagine how glad I'll be that I have AWD when it comes time to deliver pizzas here in Duluth in the winter!

8. Do you have a picture of you with/in/infront of your Subaru? (if so just post a picture below)

 

:laugh::laugh::laugh:Having trouble with your left-rear corner, Chux?:laugh::laugh::laugh:

 

This is great!

Keep 'em coming.

 

Kyle
2006 Subaru Impreza 2.5i - Bought used, Aug 2007 w/ 25k on the odo

1. what about Subaru attracted you to the brand? Give me three emotional (it was sexy) reasons and three rational (I needed a wagon for hauling stuff).
Emotional: WRC - edgy black car - One more step out from under the folks' wings
Rational: 4 doors, AWD for winter, better MPG than the 91 Explorer I was driving

2. what else were you considering
Cheap college kid cars: late-90's Legacies, SVX, ...that was pretty much it. Wanted to give an AWD car a try, after the previous two (FWD and RWD) ... oh, and leasing a 2008 Impreza (passed on it because it felt soggy/floppy compared to the 06)

3. what kind of a person drives a Subaru? how would you describe them. lots of adjectives, please
The average people I see in subaru's are either college kids in older legacies / imprezas, or older (40-50's) folks in outbacks, newer legacies, foresters ... soccer moms in the tribecas ... its easier to pin groups by model, than try and cover all the people that're drawn to subarus.

4. the type of car people drive says a lot about them, what does your Subaru say about you
Responsible, but not opposed to having fun either; Ready for whatever happens.

5. what is your favorite thing about your Subaru?
It's not a big floppy SUV or minivan, and I can still move people / gear when I need to.

6. what does your Subaru allow you to do that other cars might not? How does that make you feel?
It feels utterly controllable when the road surface becomes slippery (gravel, heavy rain - can't speak for snow, yet)
It makes me want to idly drive around and find new twisty roads, unlike every other car I've been in which usually are more like, "are we there yet, I want to get out."

7. how does Subaru help you with life's daily adventures? Can you provide some examples?
Absolutely reliable, and when you need to pass or swap lanes on the highway and match with traffic - plenty of power when you need it, even in the base model. Stock brakes are good as well, when you have to avoid the college jaywalkers gabbing on their phones.

8. Do you have a picture of you with/in/infront of your Subaru? (if so just post a picture below)

I don't have anything but pictures of the car itself ... I do have a link to an ad of theirs that I do like - while it does miss a bit with the majority of the american audience, with the X-Games TV coverage of rally, it might have a bit more grab power now, especially with the younger segment.

http://youtube.com/watch?v=eNPcGNn_FzI

reasons I like it: basically it says, "Yeah we're a performance car ... so what? We're for everyone, too."

 

Name (first)
Nathan
What kind of car/model/year bought
PSM 2003 WRX SSEDAN (Bugeyes FTW)
1. what about Subaru attracted you to the brand? Give me three emotional (it was sexy) reasons and three rational (I needed a wagon for hauling stuff).
Being an Australian the fact that they named one of the models 'Outback' helped.. no but seriously.. have always loved them since they were released back in Australia... but seeing as we get snow here and I was after a small car, nothing but turbo and AWD would do for me... so SUBARU it was...
2. what else were you considering
NOTHING.... no real other choices that can compare apples for apples... I traded a 99 Tahoe for it...
3. what kind of a person drives a Subaru? how would you describe them. lots of adjectives, please
Wagon = LESBIANS
the rest.... the coolest people who know their shiznit

4. the type of car people drive says a lot about them, what does your Subaru say about you..
BALLER! JK... um dont know dont care.... I drive it cause I love it!

5. what is your favorite thing about your Subaru?
it's reasonably fast with very little invested... it goes through snow that yuppies wouldn't take their 4wd's through. Rain, Snow or sunshine the thing never lets me down!!

6. what does your Subaru allow you to do that other cars might not? How does that make you feel?
Look cool... ha ha um... drive through decent snowstorms, rain storms, muddy roads etc.... I feel confident when I look outside during a snowstorm in Winter knowing i have to go somewhere in it!! and knowing I will get there!

7. how does Subaru help you with life's daily adventures? Can you provide some examples?
Gets me to work... snow, rain or sunshine!!!

8. Do you have a picture of you with/in/infront of your Subaru? (if so just post a picture below)
probably.... none of me in front of it though... will get one

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Hey, I think I know another dude who DJ's that works at the same outfit!

My suggestion for a new marketing tagline is:
"The 2008 Subaru Impreza. Because we've finally run out of ideas on how to make it uglier every year"

(seriously, I don't have very many nice things to say about Mitsubishi, but the Lancer gets better and better looking every year, while the Impreza has been on a downward slide since 2002)

I bought it a few years ago but it's a MY2000.

Name (first)
Rob

What kind of car/model/year bought
2000 Impreza 2.5RS coupe

1. what about Subaru attracted you to the brand? Give me three emotional (it was sexy) reasons and three rational (I needed a wagon for hauling stuff).
Used the same engine design for many model years; bodes well for reliability and parts availability. Boxer design is great, and AWD>>FWD. Wanted something fuel-efficient yet sporty and roomy, and NOT a damn Honda.
Also, since I'm a leggy 6-footer, I don't fit into most subcompacts very well; but Suby designs their interiors WELL.

2. what else were you considering
MOPAR/Mitsi Conquest TSi, ...

3. what kind of a person drives a Subaru? how would you describe them. lots of adjectives, please
The appeal is pretty universal, apparently. I see grandma's driving WRX wagons...

4. the type of car people drive says a lot about them, what does your Subaru say about you
I'm pretty modest/unassuming/plain with my personal appearance, but I like loud flashy customized cars. Even with the Fast&Furious vinyls, it's not the wildest of my cars.

5. what is your favorite thing about your Subaru?
The headlights, the hood scoop, the whole frontend of the GC/GM line (98-01). Pure badass, and very distinctive. As opposed to being another Beetle/CooperMini/Neon or SAAB lookalike.

6. what does your Subaru allow you to do that other cars might not? How does that make you feel?
Brag about its rally heritage. But I haven't installed my mudflaps yet so I'm still askeered of effing up my paint on dirt roads.

7. how does Subaru help you with life's daily adventures? Can you provide some examples?
Gets me to work. And back! And the torquey lil' boxer lets me burn other 4-bangers off the line, although being turboless means they're gonna blow past me after 4th gear.

8. Do you have a picture of you with/in/infront of your Subaru? (if so just post a picture below)
Nope, but my member page has lots of pics without me in them.

Pre-vinyls, but shows the frontend nicely:


And you didn't actually ask, but:
10. What don't you like about your Subaru?
The steering ratio is too damn slow. And the goofy wheel offset makes aftermarket wheel replacement problematic. That's all I can think of.

Now go, tell Subaru to design a body style that doesn't make me puke my guts out, so I won't have to buy another used 00-01 after this one wears out!!

 

Name: Joe
What kind of car/model/year bought:
1: 2001 legacy outback wagon, used w/ 99k, sold.
2:1993 Impreza L FWD, used w/ 185k, sold.
3.2005 Impreza 2.5RS, used with 18k, traded in thru GTP
4.2007 Impreza 2.5i, bought new about a month ago.

now then, for my new impreza
1. emo. a.the lines. b.AWD
practical. a. price. b.AWD c. 4dr

2. for the 05 rs some mazda 3's. for the 07 2.5i, nothing else

3. someone who likes a car that can take whatever they throw at it and love it.

4. uh... well what would you think if you saw a car with pink rims?

5. AWD!!!

6.rallying is fun...

7. it is great in the snow. last winter i took mine through 6inches of snow just fine... FWD would have never made it.

8. Do you have a picture of you with/in/infront of your Subaru? (if so just post a picture below)
my current sube

my 05 rs..

 

Name (first) - Ted

What kind of car/model/year bought - 2002 WRX, purchased in 07

1. What about Subaru attracted you to the brand? Give me three emotional (it was sexy) reasons and three rational (I needed a wagon for hauling stuff).
I can still remember one of my first rally-cross events. Pulling into the field, I saw Mark Utecht's fully prepped 02 WRX, stickers, cage, seats, computer, EVERYTHING. I couldn't believe I was standing within touching distance of a real rally car. I can't tell you how impressed I was. He absolutely ripped.

I love the stance and the look of the car, and I've wanted one for as long as I can remember.

Rationally / Practically, I found out recently that we are expecting our first addition to our family. Even though a WRX sedan isn't a "family" car, I know that it is an incredibly safe car. The AWD is fantastic. I know that I will be able to handle the maintenance without much of a problem. Even more so, however, I knew that if I wanted "my car" I would need to do it before I had a kid. All of my buddies said "get your toys NOW!" - so I did. Now everything is right with the world.

2. What else were you considering?
I looked at the Mazda3 hatch, VW Passat 1.8T and a Infinity G35

3. What kind of a person drives a Subaru? How would you describe them. lots of adjectives, please.
Fun-loving, practical, smart people who enjoy the outdoors.

4. The type of car people drive says a lot about them, what does your Subaru say about you?
It says that I’ve finally gotten the car that “fits me†as my friends say. It says that I enjoy and appreciate cars and motorsports.

5. What is your favorite thing about your Subaru?
The fact that I'm happier when I wake up for work, because I know that it's going to be a great ride into the office. I loved driving before I bought this car, but I have never loved driving more than I do now.

6. What does your Subaru allow you to do that other cars might not? How does that make you feel?
It allows me to be proud of what I drive, and I have been waiting my whole life for that. Not that other cars might now allow me to, but I've never had a car that I loved and wanted to customize. The car is fast enough for me as it is (for now) considering what I upgraded from. I want to leave the drive train stock for reliability, so for now, I'm making it look like I want it to look.

7. How does Subaru help you with life's daily adventures? Can you provide some examples?
Since I bought the car, the weather has been mostly "favorable" so there aren't many “adventures†to tell about yet. I have, however, needed to blow off some steam after work, and was able to do so on a nice, twisty, gravel road that just happens to be on my way home. ?

8. Do you have a picture of you with/in/in front of your Subaru? (if so just post a picture below)
No pictures of me and the car yet, so I'll try to get one up soon.

 

Name (first) Rick

What kind of car/model/year bought. Currently own 3 subarus, 00 Impreza L, 05 LGT and 03 WRX

1. what about Subaru attracted you to the brand? Give me three emotional (it was sexy) reasons and three rational (I needed a wagon for hauling stuff). Rational first: I needed a wagon for hauling kids 18 years ago. The huge advantage of all wheel drive. The overall simplicity of maintaining one. Emotional: The first two new subarus I bought were an XT-4 turbo and than an XT6...pure sexiness. At that time cutting edge design not seen again until the GD cars. The ability to safely and affordably mod these cars...huge amount of aftermarket support/selection. Recently...the safety ratings, I was suprised.

2. what else were you considering. Another awd Volvo.

3. what kind of a person drives a Subaru? how would you describe them. lots of adjectives, please. Practical people who enjoy the uniqueness of a Subaru. People who are adventureous and have a zest for life. A thrillseeker. Sometimes its not who you would expect to see behind the wheel of a WRX.

4. the type of car people drive says a lot about them, what does your Subaru say about you? I'm fun. I have a wild side.

5. what is your favorite thing about your Subaru? The immediate speed and traction

6. what does your Subaru allow you to do that other cars might not? How does that make you feel? I always have the feeling of being safe. The combination of awd, turbo power when you need it, abs, multiple airbags combined witht the overall solid feel of the car. (this answer from my wife)

7. how does Subaru help you with life's daily adventures? Can you provide some examples? Daily adventures in the city are on ramps, sudden braking and slippery roads. Everyday has the potential for adventure!

8. Do you have a picture of you with/in/infront of your Subaru? (if so just post a picture below)