Subaru goes stargazing in new campaign

The image of a kayak strapped to the roof of a Subaru Outback is an enduring symbol of the crossover SUV’s immense popularity among the outdoorsy set. If the automaker’s newest Canadian campaign takes hold, however, a telescope might just become the Outback accessory of choice.

Subaru, now a supporter of the Royal Astronomical Society of Canada (RAS), has launched a multi-channel campaign in called “#SubaruDarkSky” to promote its Outback model.

Developed by agency Red Urban, the campaign is highlighted by a 60-second video showing a family getting into their Outback after night has fallen, leaving the city behind and driving out to the country to admire the sky.

The campaign underscores the Outback’s reputation as a car for people who appreciate nature and the outdoors, said Subaru Canada’s director of marketing, Joe Felstein. He described the Outback – now in its fifth iteration after entering the Canadian market in 1995 – as an “excellent alternative” to mainstream vehicles.

“When I see that video I see things I have done with my family,” said Felstein. “To me we’re producing something people can see themselves doing or have done, and the car being a facilitator of that emotional connection with nature is a really strong connection.

“I hear what the people who own these cars are telling me, and this is the kind of thing that actually goes on. It’s not a stretch.”

According to Subaru, light pollution means that approximately 85% of Canadians are unable to see the night sky in all of its glory from where they live.

The Dark Sky campaign also features a dedicated microsite featuring information on the various constellations, as well as star viewing tips and links to Canada’s 17 so-called Dark Sky Preserves – areas where no artificial light is visible and where measures have been enacted to promote the reduction of light pollution.

Subaru also plans to promote the RAS partnership through its various social media feeds, as well as digital display ads, print ads in outdoor and lifestyle publications, and a closed-captioning TV sponsorship.

The outdoor lifestyle has been a mainstay of Subaru’s marketing approach for the Outback for many years, dating back to commercials featuring Crocodile Dundee star Paul Hogan.

“The outdoor active lifestyle has just become synonymous with the Outback, whether it’s people who participate in Ironman competitions or who have cottages or dog-owners who take their pet out into the wilderness,” said Felstein. “It’s all about the active lifestyle.”

It’s an approach that has proven enormously successful for Subaru, with reports that U.S. dealers have been unable to keep up with consumer demand for the Outback, with wait times of several months. “We’ve struggled with our own success in getting enough cars to fulfill the demand,” said Felstein.

Subaru Canada sold a record 46,609 cars in 2015 – with Outback sales jumping 15% to 9,992 – and Felstein said the company expected sales to top 50,000 this year, drawing buyers from several major other automotive brands including Honda, Mazda, Toyota and Volkswagen.

Subaru’s association with the stars has been underscored since the beginning. While Subaru is a Japanese word meaning “Unite,” it is also the name of a constellation of six stars (otherwise known as the Pleiades constellation) that comprise the automaker’s logo.