Subaru of America has launched a new campaign targeting the Chinese-American market. Produced in Cantonese, Mandarin and English, the effort features the 2011 Subaru Legacy in TV, print, online and out-of-home running in key Asian-American markets, including Los Angeles and San Francisco.
Subaru of America’s Rachelle Damminger gave RBR-TVBR a run-down of the media buy on TV:
San Franciso, Oakland, San Jose Market:
– Talk Tonight
– Million Dollar Singer
– So Drama
– Chinese Drama
– Mr. Con & Ms CSI
– Power Breakfast
– Nat’l Geographic/Discovery
– Gold Drama
– Financial Talk Show
Developed in partnership with AdAsia and Park Productions, “Sweet Tomorrow” creative centers on the lives of expectant parents and emphasizes the safety and reliability of the Subaru brand. It tells the story of a young Chinese couple balancing tradition with their Chinese-American lifestyle. The campaign shows the soon-to-be father out and about with the vehicle–shopping for dinner, buying diapers and a baby carriage, preparing dinner and getting the nursery ready. In the end it shows the very expectant mother’s contribution for the new baby. There’s very little dialog in the spot, but the message is well-delivered, no pun intended!
Potential Subaru owners in target markets for the campaign are early to late 30s. That demo is highlighted in the spot with attire, décor, first home, new car, etc. Subaru has worked with AdAsia on various campaigns, including the 2011 WRX “Manhua” and this year’s “Asian Lunar New Year” print creative. The “Sweet Tomorrow” TV spot is scheduled to run through October.
See the spot here: