uk-case-study-subaru-pr-research
uk-case-study-subaru-pr-research-01

STATS:

QUALITATIVE:

24 extended clinic -style focus groups and triads.

MOBILE:

Mobile, self-curated video ethnography from 120respondents.

case-study-subaru-pr-research-uk

REVVING UP FOR A EUROPEAN LAUNCH

SUBARU LEVORG, BORN READY

THE CHALLENGE:

In replacing the niche, but highly acclaimed ‘Legacy’, Subaru faced a stiff challenge to re-establish its credentials in the European stationwagon market. Our task? To help a niche brand find a way to win over the hearts and minds of customers currently attached to established premium brands such as Audi and Volvo.

OUR APPROACH:

We needed to find an idea that really marked the brand out as being worthwhile and different for a unique group of potential considerers. That meant ensuring that any potential drivers we spoke to embodied a certain Esprit de Corps that would make them attitudinally the right fit for Subaru. Our approach to recruitment and interviewing reflected a need to know what makes a car buyer willing to make unconventional choices.

ENGAGING WITH PASSIONATE PEOPLE, NOT CAR DRIVERS:

Our qualitative approach was designed to ensure that we’d really get to understand what such a unique group of car drivers really valued about driving and their relationship with their car. So, we set about asking participants to use our app on their smartphone to self-curate video of their lives before introducing them to the product in a series of ‘live’ car clinics where we could explore perceptions of the product and its competition.

POSITIVE OUTCOMES:

The depth of this approach enabled us to recommend a launch platform that capitalised on the personas that people have as drivers that are different to their everyday-selves. This provided a point of difference that marked Subaru Levorg as being the choice for a more considered driver
who demands the unexpected from their car.

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