THE SUBARU BRAND STORY

Disciple created a new brand platform and re-engineered Subaru’s internal mission statement to revolutionise the way the business communicates and operates. ‘Subaru do’ is a simple and powerful idea that recasts Subaru from a rational/technical brand to one rich in emotion. ‘Subaru is in the business of removing obstacles’ is the internal mission statement created by Disciple that gives each and every Subaru employee a simple, easy-to-understand goal to work towards every day. For customers, buying and owning a car is full of hundreds of small irritations and annoyances. Subaru has been working hard to first identify then remove each and every one of these obstacles. Thanks to Disciple, the entire workforce is moving in a unified direction and the brand is attracting record numbers of customers that had never considered Subaru before. The creative work is fresh and distinctive. And tailored to work effectively for different audiences and different channels. From outdoor, point of sale, digital video, television, crm, cinema, social to racing cars, the campaign is tied together with the same, simple brand platform.

The first piece of work to feature the new brand platform was for the Subaru Forester. Featuring Lou Reed's iconic 'Walk On The Wild Side' and a cast of imploring dogs, it captures the disconnection young Aussie families are feeling with one another and shows how a Forester can help them do more of the good stuff. The Forester was an ageing model, so sales growth of 11.5% was an impressive result.

The Subaru Levorg is a turbo-charged wagon, made for action. Disciple created a launch campaign featuring action figure GI Joe that brings the car's benefits to life in fun and engaging ways. The deep, multi-channel campaign featured multiple executions including the film below.

The way we all consume content has of course changed. Disciple created and produced dozens of short films which humanised the benefits of Subaru technology. Short, sharp and effective content, perfect for mobile screens.

Disciple designed the logo and livery for the Subaru do Motorsport team.

Disciple wrote, designed and delivered an exceptionally effective CRM campaign across all models and tailored for different phases of a customer engagement.