Subaru Wins Edmunds.com's Marketing Breakthrough Award for 2011
SANTA MONICA, Calif. — April 19, 2011 — Edmunds.com, the premier online resource for automotive information, will present Subaru with the 2011 Marketing Breakthrough Award this week at the New York International Auto Show.
Subaru is recognized this year for innovative ad campaigns last year that were both quirky and emotionally compelling:
- Subaru developed an online campaign featuring a fake launch of the "Mediocrity Sedan" that was positioned to showcase the unique features of the Legacy sedan.
- Subaru's "Baby Driver" commercial sent a touching message that resonated with any parent handing the keys over to a teenage drivers for the very first time.
- The "Honeymoon" ad showed a newlywed couple in a Subaru Outback celebrating their first day as husband and wife in the great outdoors.
Subaru's marketing efforts led to over 263,000 U.S. sales in 2010, the highest full-year total ever for the carmaker.
"Subaru's marketing strategy shows how smart targeted advertising can have a direct positive impact on any car manufacturer's bottom line," said Jeremy Anwyl, CEO of Edmunds.com.
The Edmunds.com Marketing Breakthrough Award is provided annually to a vehicle, company or activity that created significant buzz, displayed out-of-the-box thinking, enhanced the positive perception of a brand and/or increased consumers' consideration of a brand.
The runner-up for this year's award was Chrysler, whose two-minute Super Bowl Ad featuring Eminem created a new level of buzz for the Detroit automaker and its Chrysler 200 sedan. The "Imported From Detroit" spot led to an 87 percent increase in consideration for Chrysler on Edmunds.com in the week after the big game.
About Edmunds.com, Inc. (http://www.edmunds.com/help/about/index.html)
Edmunds.com Inc. publishes Web sites that empower, engage and educate automotive consumers, enthusiasts and insiders. Edmunds.com, the premier online resource for automotive information, launched in 1995 as the first automotive information Web site and hosts the most established automotive community online. Its mobile site, accessible from any smartphone at www.edmunds.com, makes car pricing and other research tools available for car shoppers at dealerships and otherwise on the go. InsideLine.com is the most-read automotive enthusiast Web site. Its mobile site, accessible from any smartphone at www.insideline.com, features the wireless Web's highest quality car photos and videos. AutoObserver.com provides insightful automotive industry commentary and analysis. Edmunds.com Inc. is headquartered in Santa Monica, California, and maintains a satellite office in suburban Detroit. Follow Edmunds.com on Twitter@edmunds and fan Edmunds.com on Facebook at http://www.facebook.com/edmunds.