To highlight the 100% electric range in the Benelux, Subaru asked The Crew to create a digital campaign that increases the visibility of their EV range, portrays a modern image and generates qualified leads.
Our challenge: developing a coherent and attractive campaign that plays out the Subaru DNA (adventure), but that is at the same time adapted to the specificities of each model and market.
For Belgium and Luxembourg, we came up with a campaign around a simple promise: ‘€ 2,000 free. You choose.’ This promotion gave customers the freedom to enjoy this benefit as they preferred: a direct discount, a trade-in bonus, extra accessories or a combination of these options.
In the Netherlands, where no commercial offer was planned, we focused on the strengths of the three electric car models. We adapted the messaging according to the model: the Uncharted for adventure in the city; the Solterra you can rely on; and the E-Outback, the legend, now electric.
To reach the right target groups and guide them towards conversion, we tailored our media strategy to each market. In Belgium and Luxembourg, campaigns were run on Demand Gen, Google Ads Performance Max, Meta and DPG Media. In the Netherlands, we combined ChatGPT, Display IAB, Meta, Online Video, Reddit and Seamless. Each country also has its own landing page, specifically designed to show off the EV models and their assets. This encourages prospects to request a tailor-made quote from a Subaru dealer near them.
This campaign combined commercial appeal with Subaru DNA (adventure) to make electric mobility more accessible, to strengthen the brand value and to generate qualified leads.
