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DISTRACTED DRIVING X SUBARU 

 
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*Circa 2017-Subaru has since introduced new technology to also address this problem

 

 

SOCIETAL ISSUE 

  • 48% of drivers don’t use hands-free devices

  • 10% of fatal crashes are caused by distracted driving

  • 391,000 injured and 3,477 killed in 2015

BRAND VALUES 

  • Safety

  • Accessibility

  • Adventure

 
 

STRATEGY:  EMPOWER PEOPLE TO BE MINDFUL DRIVERS

 
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TARGET CONSUMER

DEMOGRAPHICS 

45 years old

Married

Two kids

Homeowner

College grad

HHI: $90K+/year

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Something tells me you’re interested. Here’s some more.


Show Them How 

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OFFER A REWARD

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Adopt a Highway & Glove Box Banners

Adopt A Highway to post subtle reminders for drivers to relax and enjoy the ride

Give “Subaru Views” banners with new car purchases and when a car is serviced at a dealership to generate organic social media content 


Walk the walk


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Catie Frech (ST)
Mary Gray Johnson (ST)
Katie Kovach (ST)
Imani Sherrill (ST)