Campaign

All-New Forester – Explore Beyond Limits

Brand

Subaru

Success Story

Novaon Digital partnered with Subaru to launch the sixth-generation Forester, combining brand repositioning, tailored content, and real driving experiences to drive conversion. The campaign generated 88 bookings from 289 leads, achieved 126% of the booking target and 148% of the test-drive registration KPI, and reached over 7 million people on social media.

Background & Objectives

In an SUV market competing heavily on price, design, and technology, Subaru needed to broaden Forester’s appeal amid limited brand awareness and a price increase. The campaign aimed to position Forester as a premium, modern Japanese SUV for urban families while preserving the driving qualities that had built Subaru’s loyal customer base.

Brand Experience Implementations

The campaign developed two content journeys: loyal customers were engaged through Boxer, S-AWD, and driving performance, while new customers were approached through design, comfort, and family safety. Both journeys converged at livestreams, showrooms, and test drives. A Media Road Trip involving 46 automotive journalists and experts, alongside SATD activities, turned technical strengths into tangible product experiences.

Campaign Objectives

– Reposition Forester as a premium, modern SUV for urban living.

– Engage loyal customers and attract new audiences.

– Demonstrate product value through reviews and real driving experiences.

– Generate qualified leads, test-drive registrations, and bookings.

Novaon Digital’s Scope of Work

– Strategy & Content: Dual-audience strategy across Teaser, Launch, and Sustenance phases.

– Creative Production: Teaser videos, two audience-specific TVCs, and a launch livestream.

– PR & Experience: Sa Pa Media Road Trip, PR, reviews, community seeding, and SATD.

– Digital Media: Facebook and Zalo Lead Ads, retargeting, and A/B testing.

– Lead Management: Onlead integration with Subaru’s CRM, lead routing, and optimisation using customer service feedback.