The B4
10-03-2005, 11:17 AM
http://www.mediaweek.com/mw/news/ca...t_id=1001219921 (http://www.mediaweek.com/mw/news/cabletv/article_display.jsp?vnu_content_id=1001219921)
Subaru Revs Up Branding Campaign on Logo
October 03, 2005
Subaru of America will kick start a new interactive branding campaign on Logo Oct. 11, crafting a triad of 30-second spots that are exclusive to the network, along with a parallel print run and an online contest.
The spots, which feature three Subaru models––the B9 Tribeca, the Outback Wagon and the Forester––are enhanced by CGI graphics and laced with a number of arch pop culture references that are freighted with special significance for Logo’s core audience of gay and lesbian viewers.
Tim Bennett, director of advertising, Subaru of America, said the campaign is an extension of the company’s niche marketing strategy, which targets groups as far-ranging as IT professionals, nurses and alpine skiing enthusiasts.
“People buy and drive our cars as an extension of their lifestyle,” Bennett said. “With our brand we have a really educated and diverse audience, so this is a perfect fit for us.”
The first ad, titled “How Do You See Yourself?,” will run between Oct. 11-31, coinciding with National Coming Out Day (the 11th) and the launch of Logo’s first scripted comedy, Noah’s Arc (Oct. 19). Print ads in gay-friendly outlets like The Advocate and Out will herald the Subaru brand, point readers to Logo and offer details about an online contest that challenges viewers to identify various components of the spot for a chance to win a plasma screen TV.
Tom Watson, vp, ad sales, Logo, said the collaboration with Subaru was an example of what can happen when “a client really understands our programming and our audience.” And while it now reaches 17 million households, Logo is just getting started, Watson said.
“This has been an educational process on all sides,” he said. “We’re creating this gay market which wasn’t there before.”
Subaru Revs Up Branding Campaign on Logo
October 03, 2005
Subaru of America will kick start a new interactive branding campaign on Logo Oct. 11, crafting a triad of 30-second spots that are exclusive to the network, along with a parallel print run and an online contest.
The spots, which feature three Subaru models––the B9 Tribeca, the Outback Wagon and the Forester––are enhanced by CGI graphics and laced with a number of arch pop culture references that are freighted with special significance for Logo’s core audience of gay and lesbian viewers.
Tim Bennett, director of advertising, Subaru of America, said the campaign is an extension of the company’s niche marketing strategy, which targets groups as far-ranging as IT professionals, nurses and alpine skiing enthusiasts.
“People buy and drive our cars as an extension of their lifestyle,” Bennett said. “With our brand we have a really educated and diverse audience, so this is a perfect fit for us.”
The first ad, titled “How Do You See Yourself?,” will run between Oct. 11-31, coinciding with National Coming Out Day (the 11th) and the launch of Logo’s first scripted comedy, Noah’s Arc (Oct. 19). Print ads in gay-friendly outlets like The Advocate and Out will herald the Subaru brand, point readers to Logo and offer details about an online contest that challenges viewers to identify various components of the spot for a chance to win a plasma screen TV.
Tom Watson, vp, ad sales, Logo, said the collaboration with Subaru was an example of what can happen when “a client really understands our programming and our audience.” And while it now reaches 17 million households, Logo is just getting started, Watson said.
“This has been an educational process on all sides,” he said. “We’re creating this gay market which wasn’t there before.”