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Subaru targets adventurous women in new BJL campaign


Manchester agency BJL has unveiled its latest campaign for Subaru UK – with adventurous women a key target market.

The ‘Let the Adventure Begin’ interactive campaign, for the Subaru XV, launches today and is focusing on a younger and more female customer than the brand is traditionally associated with.

Some of the campaign creative Some of the campaign creative

It starts online with an “outdoors” dashboard that pulls in video content from bloggers putting the Subaru XV to the test on real-life family holidays.

There are also several video guides on making the most of outdoor activities, and hints and tips will be deployed across social media and MPUs. Pre-roll video, MPU banners and interactive iPad ads will all work in sync to drive traffic to the XV Adventure product page.

Tom Richards, creative director at BJL, said: “Harnessing the potential of digital platforms gives us the opportunity to target and engage potential XV buyers with a campaign designed to immerse them in Subaru’s brand ethos.

“That sense of being ready and able to take on the world, or at least the countryside, remains at the heart of what Subaru is all about and something which we believe the interactive ‘Let the Adventure Begin’ campaign delivers strongly across the digital and social space.”

Haydn Davies, marketing director for Subaru, added: “BJL get what the Subaru spirit is all about, a quality that makes approaching a campaign infinitely more enjoyable to explore.”

BJL also works with the likes of Swinton Insurance, Cash Generator and Aurelian Sports.

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