Why Focusing on Family Values in Advertising Boosts Brand Consideration and Purchase Intent

That's Incredible, by Mamamia for Subaru

Goals and objectives

The overall business goal was to deliver on Subaru’s brand promise - Every day is a chance to do - for young families in an innovative shared content experience that would significantly re-frame and re-charge the Subaru brand image.

Our objectives were to lift the key perception driver of "A brand good for families," and subsequently the Subaru brand's Consideration and Purchase Intent scores.

The key perception driver of "A brand good for families" helped us to stay focused in creative development on content whose consumption would literally be a chance for families to do something together, every day.

The solution would need to be, equally, high quality and highly practical, if it was to earn a place in a family's busy life.