I led the ideation, directed the production, guided the distribution strategy, and even starred in two simultaneous TV advertising campaigns for a Subaru store and a Toyota store that share the same physical location. The goal was to increase brand recognition within the primary market regions for the stores and communicate a community first attitude and approach through the creative. The challenge was that we were going up against a competitor who had a multi-million dollar advertising budget with a relatively small budget of $60,000 for production and placement.
For the Toyota creative I leveraged the concept of a Third Space to create an emotional connection between the audience and their vehicles, while producing and framing the creative in such a way that it would connect with, and feel familiar to what Toyota was running at a national level at the time.
For the Subaru creative we focused on family and community and once again sought to draw out an emotional connection between people and the car they drive.
I purposefully avoided listing any numbers or sales language in the advertisements as the goal was to authentically connect and foster positive good will amongst the audience rather than try to directly sell them anything.
The campaigns gained over 3,000,000 impressions per quarter and led to a 12% increase in market share in the primary market areas over an 8 month period.
Subaru
Toyota