New campaign: Subaru promotes Impreza’s roadholding ability

Miles Calcraft Briginshaw Duffy has created an integrated campaign for Subaru to mark the launch of the new Impreza.

The campaign’s strapline “Subaglue: It sticks to the road” illustrates the fact the Impreza is the only car in its segment that comes with “all-wheel drive” as standard.

The TV, poster, press, digital and direct marketing campaign breaks this week and also includes Subaru’s sponsorship of Sky Movies, which was unveiled last week.

As part of the campaign, a Subaglue car transporter will tour the UK for eight weeks. The transporter features three upside down cars which create a mirror image of the three Imprezas on the top deck to reinforce the “Subaglue” campaign. The cars are bolted to the transporter having had their engines and transmissions removed.

Subaru (UK) managing director Lawrence Good says: “This highly visible campaign is already becoming a talking point and is an excellent method of getting our message across.”