Subaru of New Zealand trumped market leader Toyota to win the Automotive category at the 2019 TVNZ Marketing Awards last night, for the business-building impact of its 2019 Forester marketing campaign.
The entry impressed judges with its strong strategic thinking and integrated execution. Marketing has transformed perceptions of the Subaru Forester from being just a wagon, to a now highly desirable SUV in consumers’ minds, leading to significant sales growth.
This year’s award follows Subaru of New Zealand winning the effective marketing partnership award in 2018 for its 22-year working relationship with agency Barnes Catmur and Friends (BC&F) Dentsu.
National Marketing Manager Daile Stephens says: “The Subaru Forester was first launched in 1997 – before SUVs, as we now know them, were even invented. It got pigeon-holed as a reliable go-anywhere station wagon, opposed to an SUV, to its detriment, given that over 40% of the New Zealand new car market now buy SUVs. The fifth-generation Forester model gave us a chance to fix the perception versus reality issue.”
“The ‘Upgrade Your Fun’ advertising campaign did that in spades, as currently we are up a staggering 270% year-on-year and the 2018 New Zealand Car of the Year Forester has advanced to become our second biggest seller through our shift in target audience to Kiwi families.”
“This award reflects the great people and partners that we work with, who help our locally owned and operated dealer team deliver exceptional results. Thanks also goes to our advertising agency BC&F Dentsu and of course my right-hand ladies Amie Mildon and Ally French, who complete the Subaru marketing team,” Mrs Stephens concludes.
BC&F Dentsu Managing Director Murray Streets says: “We’re thrilled for the whole team at Subaru of New Zealand. To see our collective hard work celebrated and recognised by the marketing community is so satisfying. The back-to-back awards are testament to the partnership we’ve forged and a demonstration of the value this generates for the Subaru business.”
Managing Director of Subaru of New Zealand Wallis Dumper says: “Winning another TVNZ Marketing Award is no easy feat given some brands have never even made the finalist list and here we are with our third TVNZ Marketing Award in the past four years. The accolade is in addition to the Effie’s and Campaign Asia Pacific Partnership awards we have also won recently. Our efforts come from a tremendous brand focus which has resulted in Subaru of New Zealand achieving an impressive twelfth position globally.”
“I’m proud of some of the tough strategic decisions we have made in the past twenty-two years and of being brave enough to ‘zig’ when the market ‘zags’.”
“Our partnership with BC&F Dentsu for the last few decades - combined with one of the smallest, high performing marketing teams in the Kiwi automotive industry - has been a huge part of our success. We have brilliant people on-board and yet again this award demonstrates that business is all about people!” Mr Dumper concludes.
Catherine Pattison
Public Relations
Subaru of New Zealand
M +64 (0)27 44 55 389
E catherine.pattison@subaru.co.nz
subaru.co.nz