In the competitive small car category, Disciple released an integrated campaign for the all new Impreza. Built on Subaru’s new Global Platform, the Impreza was launched in December 2016 with a comprehensive pre-sale programme that effectively sold the car before we had a car to sell. A targeted EDM and digital campaign based around '101 ways to do life better' ultimately delivered 1066 sales. An incredible result.
The campaign built an emotional connection and personality for the car. Its success continued Subaru’s record-breaking sales momentum with 3854 sales in total, achieving a new April record. 69% of buyers were previously non-Subaru owners, exceeding the target by 19%. Subaru buyers are traditionally older, and the campaign succeeded in recruiting younger people to the brand, resulting in a 43% penetration rate in this demographic. The targeted EDM had a conversion rate of 6%, well above the industry average.
Subaru was one of just four top 10 automotive brands showing growth in early 2017, up 22.1% over April 2016. Year-to-Date (YTD) Subaru sales are up 11.3%, with a market share of 4.6% for both the month and YTD. That contrasts with the overall market, down 5.1% for April and 2.8% YTD.
Subaru Australia Managing Director, Colin Christie, said: “Our range continues to resonate with buyers Australia-wide and it’s a trend that’s continued throughout the first third of 2017. Impreza growth is all the more impressive because of the first time customers it’s bringing to Subaru, particularly with the younger audience”.