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Subaru Model Launches
You can do anything if you just unpark your life.
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You can do anything if you just unpark your life.

Subaru Asia

Based on our foundational Brand Experience Strategy work for Subaru we have spent the past two years creating individual model and platform launches across the nine countries in which they distribute their cars. We created personalities and interpretations of the brand tenets for both regional and country specific cultural differences for each model that have increased sales by 60% And we’re just getting started.

When I heard Cibo talk about the experience being the brand, I knew they could help me differentiate Subaru in Asia across advertising, dealer and digital experiences.
Glenn Tan
CEO
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  • Advertising
  • Experience Design
  • Tradeshow Design
  • Broadcast TV
  • Print and Digital Advertising
  • Out-of-home Design
What We Did
What We Found
One brand, many personalities.
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XV: Unpark your life.
The Subaru XV is a compact SUV that handles like a sports car and appeals to a young urban buyer. Through a series of dynamic and humorous TV spots, we developed a distinct and dynamic personality for the car that injects fun and surprise into any situation.
Subaru XV: Transformation
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Unpark Your Life began as a tagline capturing the spirit of XV, but quickly became the anchor of the vehicle brand. Symbolized in the unpark logo and aligned with the XV’s bold signature orange color, Unpark Your Life has expanded into a range of expressions, including on the start-up screen of the vehicle itself.
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Unpark Your Life began as a tagline capturing the spirit of XV, but quickly became the anchor of the vehicle brand. Symbolized in the unpark logo and aligned with the XV’s bold signature orange color, Unpark Your Life has expanded into a range of expressions, including on the start-up screen of the vehicle itself.
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Unpark Your Life began as a tagline capturing the spirit of XV, but quickly became the anchor of the vehicle brand. Symbolized in the unpark logo and aligned with the XV’s bold signature orange color, Unpark Your Life has expanded into a range of expressions, including on the start-up screen of the vehicle itself.
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Unpark Your Life began as a tagline capturing the spirit of XV, but quickly became the anchor of the vehicle brand. Symbolized in the unpark logo and aligned with the XV’s bold signature orange color, Unpark Your Life has expanded into a range of expressions, including on the start-up screen of the vehicle itself.
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Unpark Your Life began as a tagline capturing the spirit of XV, but quickly became the anchor of the vehicle brand. Symbolized in the unpark logo and aligned with the XV’s bold signature orange color, Unpark Your Life has expanded into a range of expressions, including on the start-up screen of the vehicle itself.
Forester: Is there anything you can’t do?
The Forester represents a unique combination of pragmatism and rugged persistence that we captured with the tagline “Is there anything you can’t do?” and showcased in a series of TV spots featuring everyday heroes and their families.
Subaru Forester: Tryout
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What’s the showroom experience for an everyday hero? A coloring book for bored kids who come along to shop for new cars that was so well received it became a unique illustrated campaign including interactive digital and a print campaign.
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What’s the showroom experience for an everyday hero? A coloring book for bored kids who come along to shop for new cars that was so well received it became a unique illustrated campaign including interactive digital and a print campaign.
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What’s the showroom experience for an everyday hero? A coloring book for bored kids who come along to shop for new cars that was so well received it became a unique illustrated campaign including interactive digital and a print campaign.
Impreza: Drive on.
The new Impreza is the first vehicle to incorporate the new Subaru Global Platform, a technology overhaul that makes dramatic improvements to the quality of the ride. We developed a series of quirky ads to tell the story of this entry-level car and the benefits of the global platform in unexpected ways.
Subaru Impreza: Fugu
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Drive On has become the catchphrase for the Impreza, a car which offers unparalleled value and great performance, thanks to the new Global Platform. Like all Subaru cars, it is made for people who love to drive.
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Drive On has become the catchphrase for the Impreza, a car which offers unparalleled value and great performance, thanks to the new Global Platform. Like all Subaru cars, it is made for people who love to drive.
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Drive On has become the catchphrase for the Impreza, a car which offers unparalleled value and great performance, thanks to the new Global Platform. Like all Subaru cars, it is made for people who love to drive.
Changing the conversation.
Car advertising in southeast Asia has been uniformly boring for more than a decade. Our research suggested this uninspired marketplace was due for a shakeup. So we’ve injected a bit of inspiration mixed with attitude and the results speak for themselves. We increased sales by 60% and are busy creating experiences for five more Subaru models. All it took was a little more heart.
Is your advertising aligned to your brand experience?
We’d love to discuss how to make your marketing more effective.