Subaru Pitches New Car as the G.O.O.A.T. in New Campaign

Subaru Canada is taking a bold and unconventional approach in launching its flagship vehicle. The brand is leveraging the famous acronym G.O.A.T. (Greatest Of All Time) to dub the All-New 2020 Outback as the G.O.O.A.T. (Greatest Outback Of All Time) in a campaign created by Zulu Alpha Kilo and directed by Spy Films’ Fatal Farm. 

 

Using an integrated, multi-media approach, the campaign features a showdown between one of Canada’s most rugged, capable and majestic animals, the mountain goat versus Canada’s newest, boldest and most capable vehicle, the All-New 2020 Subaru Outback. 

“We operate in a very competitive environment where the expectation for new vehicles are, they perform and handle everything Canada has to throw at it,” says Ted Lalka, vice president, marketing & product management. “For the launch of the new 2020 Subaru Outback, we knew it had to be disruptive and talk-worthy.”

Subaru is teasing the launch across social media before launching nationally with TV, Digital, OOH, Print, and other social initiatives. The showdown between the G.O.A.T. and the G.O.O.A.T. will also be finding its way into dealerships where people can test drive the G.O.O.A.T. for themselves.

“We figured a cheeky showdown between a Subaru Outback and a mountain goat would be a great way to get the attention of our target,” says Zak Mroueh, chief creative officer and founder at Zulu Alpha Kilo. 

 

Zulu Alpha Kilo lead the strategy and creative development, Agence Rinaldi handled Quebec market creative and OMD was behind the media planning and buying.