As a previous Subaru owner with a deep appreciation for nonprofits and their increasingly difficult missions, I instinctively reacted to the car company’s new “Share the Love” campaign. This innovative campaign runs through January 2nd, and hits directly on a common value that the car company knows runs throughout it’s owner’s profiles – passion for social causes. The incentive is simple, yet delivered in a very clever way – making the campaign much more interesting and engaging overall. Simply put, customers select one of five charities to receive a $250 donation from Subaru of America, as an incentive for the purchase or lease of a new Subaru.
This is a minor win for the consumer – who might feel strongly about one of the five charities, but a major win for the car manufacturer who clearly defines their brand as charitable and socially responsible.
Five fortunate nonprofits are the recipients of the campaign’s efforts: Boys & Girls Clubs of America, Habitat for Humanity International, Meals On Wheels Association of America, the National Wildlife Federation and the American Society for the Prevention of Cruelty to Animals (ASPCA).
For those who’ve been following Subaru’s “Love. It’s What Makes a Subaru, a Subaru” brand campaign (which launched in April to support the new Forrester crossover), this new extension is predicted to raise over $5 million in sales revenues – even in today’s stumbling economy.
“In looking for a way to stand out during the December selling period, one of the pieces of research we see is that our customers are socially involved, very involved with supporting their communities–we see that often,” says Kevin Mayer, Director of Marketing Communications for Subaru.
Personally, my Subaru has long had bumper stickers promoting anything from political perspectives to concerns for the environment. And it seems a very natural extension that they would use this common buyer trait to extend their brand positioning. Smart move all around.
In this unprecedented poor year for the auto sector, Subaru–which has a small lineup of vehicles, and yearly sales of around 250,000 vehicles– is bucking the trend. This campaign is one of the innovative ways brands can align themselves with social causes for both their mutual benefit. A win/win for everyone involved.