The campaign for Subaru Canada centers on reinforcing the brand’s proposition that the Forester is a trusted enabler of family adventures, combining reliability with the capacity to enhance shared experiences. By positioning the Forester and the new Forester Wilderness as vehicles that empower families to pursue outdoor activities and exploration confidently, Subaru emphasizes its commitment to safety, capability, and family-centric fun.
The market strategy leverages insights about Canadian families seeking vehicles that support active lifestyles without compromising trustworthiness. The campaign uses storytelling through two distinct hero films that depict relatable family journeys, viewed both through the imaginative perspective of a young boy and the ambitious quest of a family tackling more rugged terrain. This dual narrative approach targets family-oriented consumers who value both everyday adventure and more demanding outdoor experiences. Creatively, the campaign highlights the Forester Wilderness as the most capable model yet, appealing to those looking to go beyond conventional limits, while the “Way More Funner” film stresses joy and discovery during simpler outings. Together, these elements aim to resonate with active families in Canada by aligning the vehicle’s attributes with their desire for meaningful, fun, and secure moments on the road and off.
FORMAT#6 BENEFIT CAUSES STORY — Builds a story where the product’s benefit is the reason for the action or twist.
This campaign fits FORMAT#6 because it centers around families embarking on extraordinary adventures and daytrips specifically enabled by the new Subaru Forester and Forester Wilderness—vehicles presented as unlocking greater “family fun” and wilderness capability. The narrative is built around the benefit (adventure enablement, go-anywhere capability) being the very cause for the story’s action: the journeys and discoveries. The campaign doesn’t merely narrate a story where the car features passively; instead, every exciting family experience is a direct result of the Forester’s capabilities, making the car’s benefit the reason these fun journeys happen. There is no explicit problem–solution construction, nor direct demonstration or celebrity/character use—rather, product benefit motivates and enables the entire arc.
1. Toyota Canada – Market Positioning
Toyota positions itself as a reliable and fuel-efficient automotive brand offering a broad range of vehicles, with a strong emphasis on hybrid and eco-friendly technology. It appeals to families and environmentally conscious consumers, promoting durability, innovation, and safety as key pillars.
2. Honda Canada – Market Positioning
Honda focuses on precision engineering, reliability, and strong resale value. It emphasizes advanced safety features and fuel efficiency, appealing to practical buyers seeking versatile vehicles suitable for families and daily commuting, while also targeting tech-savvy consumers with its modern connectivity options.
3. Mazda Canada – Market Positioning
Mazda differentiates through a sporty and dynamic driving experience combined with stylish design and premium cabin quality. Its “Zoom-Zoom” philosophy highlights enjoyable driving, often in the compact SUV segment, targeting consumers wanting a blend of performance, elegance, and practicality.
4. Ford Canada – Market Positioning
Ford leverages its legacy of rugged, durable trucks and SUVs, focusing on toughness, innovation, and advanced technology like EcoBoost engines. It appeals to Canadian families and adventure seekers who prioritize capability, utility, and connected vehicle features.
5. Volkswagen Canada – Market Positioning
Volkswagen Canada promotes a balance of German engineering precision, safety, and European design appeal. It targets buyers seeking premium compact SUVs and crossovers that combine efficiency with a refined driving experience and practical family usability.
Q: What is Subaru Forester just got way more wilder about?
A: Subaru Forester just got way more wilder is a 2022 campaign created by Zulu Alpha Kilo for Subaru Canada, focusing on the launch of the new Forester and the all-new Forester Wilderness models. The campaign features two hero films that depict family adventures enabled by these vehicles. One film, Way More Funner, follows a young family on a daytrip through the eyes of a young boy, while the other showcases a family’s epic mountain expedition in the Forester Wilderness. The campaign emphasizes trust, capability, and family fun in the Canadian automotive market.
Q: What creative device does Subaru Forester just got way more wilder use?
A: Subaru Forester just got way more wilder employs Clapboard’s FORMAT#6 BENEFIT CAUSES STORY creative classification, where the product’s benefit is the direct cause of the narrative’s action. The campaign builds its storytelling around the Forester’s ability to enable family adventures, making the vehicle’s capability the reason for the journeys and discoveries depicted. Instead of a traditional problem-solution structure or celebrity endorsement, the campaign uses the car’s benefits as the motivating force behind the families’ experiences, integrating product advantage seamlessly into the story arc.
Q: What is the campaign proposition for Subaru Forester just got way more wilder?
A: The campaign proposition for Subaru Forester just got way more wilder centers on positioning the Forester and Forester Wilderness as trusted enablers of family adventures. Subaru Canada targets active families seeking reliable vehicles that support outdoor exploration and shared experiences without compromising safety. By highlighting the Forester Wilderness as the most capable model yet and the Forester as a source of everyday joy and discovery, the campaign aligns the vehicles with Canadian families’ desire for meaningful, secure, and fun moments on and off the road.
Q: How does Subaru Forester just got way more wilder rank in Clapboard's archive?
A: Subaru Forester just got way more wilder holds a Clapboard Campaign Score of 53/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. The rating provides an objective measure of the campaign’s overall impact within the advertising landscape.
Q: Who are the competitors in Subaru Canada's category?
A: In Subaru Canada’s automotive category, key competitors include Toyota Canada, which emphasizes reliability, fuel efficiency, and eco-friendly technology appealing to families and environmentally conscious buyers. Honda Canada focuses on precision engineering, advanced safety, and connectivity for practical and tech-savvy consumers. Mazda Canada differentiates through sporty driving dynamics and premium design targeting those seeking performance and style. Ford Canada leverages ruggedness, durability, and advanced technology to attract adventure-oriented families. Volkswagen Canada offers German engineering precision and European design for buyers seeking a refined and practical compact SUV experience.
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