Case Study 2 - WRX STi Branding Campaign
Client: Subaru America
Date: Q4 2006

Background:
Subaru has been marketed Asian segment in San Francisco market since 2004. It was the 3rd year in the market and the 2nd year of supporting WRX STI carline.

Campaign Objectives:
- Strongly register WRX’s brand awareness within young urban Chinese in San Francisco
- Build a relationship with potential target customers through interactive programs
- Generate leads for potential customers by driving them to microsite, dealership and event registration

Strategy:
- Maximize campaign effectiveness and efficiency by primarily focusing on a single geographic market and single ethnic segment
- Strengthen brand registration by focusing on a single concept and execution
- Utilize both English and in-language vehicles to target both in-language speakers and English-proficient targets
- Utilize various media vehicles to maximize reach and frequency
- Induce traffic to local dealership or Subaru’s website that provides in-language information as a measurement of the campaign

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