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He added, “These are the kids who grew up playing video games,” many of which were, of course, sold by Japanese companies like Nintendo and Sony.
Subaru joins a lengthening list of advertisers capitalizing on the rising interest in Japan among younger American consumers. For example, in a campaign by BBDO West, part of the BBDO Worldwide unit of the Omnicom Group, Mitsubishi Motors North America introduced the 2006 Eclipse sport coupe to the rhythmic sound of Japanese taiko drums. And last November, the BBDO New York office created a short film called “Samurai” — subtitled, “A completely fabricated modern-day ancient true fable” — as part of a campaign for General Electric.
“The thread of Japanese pop culture permeates so much of American pop culture,” said John Nash, a partner at Moon City Productions in New York, the agency creating the WRX campaign. That represents another element of crossover because Moon City is the agency that creates ads for Subaru aimed at gay and lesbian consumers. It is the first time, Mr. Mahoney said, that ads from Moon City will appear in media directed at the general market. (The Subaru creative agency for mainstream campaigns is DDB Worldwide in New York, part of Omnicom.)
“We want everyone to play in their own sandbox,” Mr. Mahoney said, referring to the usual lines of demarcation among the Subaru agencies, “but if there’s an opportunity to have a better idea, so be it.” “We’re all working for the brand,” he added. Mr. Nash echoed his client. “Our specialty is in one area,” Mr. Nash said, “but an idea’s an idea.” “The 12 years we’ve worked with Subaru has given us a 360-degree view of the brand,” he added.
As for the perspective that Moon City brings to the campaign, Mr. Nash said: “As guys, we love the WRX. That stuff’s in our DNA.” In other words, the fact that men love fast sports cars is nature, not nurture. The three WRX commercials, each 30 seconds long, are to become available online in three stages: today, next Tuesday and July 31. The commercials are to start running on television next month, during programs that will include coverage of the X Games on ESPN; the WRX is the car sponsor of the games.
TV “is probably the least important component” of the campaign, Mr. Mahoney said, reflecting the changing media consumption habits of the men in their 20s and 30s whom Subaru executives call “manchilds.”“They’re chronologically older” than when they were teenagers, Mr. Mahoney said, “but they still like having fun.” Among the cars that compete with the WRX for those drivers, he listed the Mazdaspeed 3, the Mitsubishi Evo and the Volkswagen GTI.
The Subaru Web site will also offer content like wallpapers and buddy icons as well as an invitation to join “WRX Nation” to receive information about the car. The content available for cellphone users will include ring tones that Subaru promises will emulate “the sound of the turbocharged WRX engine.” On the interactive aspects of the campaign, Moon City is working with R/GA in New York, part of the Interpublic Group of Companies. The WRX print ads are planned for September issues of magazines read by younger men. Among them are AutoWeek, Blender, Complex, ESPN The Magazine, The Fader, Game Informer, Import Tuner, Maxim, Spin and Subiesport.
Subaru introduced the WRX in 2001. In its most popular year, 2002, there were 22,910 sold. The company sold 8,757 last year, when it became known there would be a redesign for the 2008 model year. Asked for the sales goal for the 2008 model, Mr. Mahoney replied with a laugh, “My standard answer is always, one more.”
FG Lurker wrote:Just bought a brand new Legacy B4 GT spec.B with the leather/sunroof/McIntosh/everything else package. Black with black leather. I'll be picking it up later this week, either Thursday or Friday evening.
amdg wrote:FG Lurker - nice!! When are we going for a spin?
Doctor Stop wrote:That thing got a hemi?
amdg wrote:Cool, but you're buying as it seems like you've been working as an Irish Pub chef or something lately.
FG Lurker wrote:Just bought a brand new Legacy B4 GT spec.B with the leather/sunroof/McIntosh/everything else package. Black with black leather. I'll be picking it up later this week, either Thursday or Friday evening.
oyajikun wrote:Nice car! I had my first experience driving a Legacy GT a few weeks back when my Forester was in the shop. I decided then and there that it would be my next ride.
DrP wrote:a Citroen or Ford
FG Lurker wrote:So what are you driving these days?
DrP wrote:Absolutely nothing - I feel I've gone through my 'carbon credits' and no need to burn more.
Adhesive wrote:Pure sex! I was this close to buying a Forester XT (2.5 turbo) for the wife a few months ago, but she won out and we got a Toyota Kruger/Highlander instead.
Takechanpoo wrote:you gaijin dudes better remember that Legacy (except for Outback) is treated as creepy otaku car in Japanese users.
Takechanpoo wrote:I just said the truth.
Otaku I mean is creepy dude.
Impreza and Mitusbishi EVO too are recognized as otaku(or creepy dude) car by J-users.
If you want to believe what I said, make sure that in J-forum.
Takechanpoo wrote:you gaijin dudes better remember that Legacy (except for Outback) is treated as creepy otaku car in Japanese users.
But Legacy is great stubborn car which have been copied by proud German Audi.
oyajikun wrote:Lesbians have good taste? lol
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