XV Rescue
The Car That Cured Boredom
Subaru was launching a new SUV. However, data suggested that Australians—once known for being lovers of the great outdoors—were fast becoming a “society of workaholics.” So rather than launching a car in the traditional way, we instead targeted our campaign to where we knew our audience was finding their escape—online.
We created a service to save Australians from their self-imposed mundanity with the ultimate rescue vehicle: the Subaru XV. Subaru sold out of XVs in just under 8 weeks, which at the time was the most successful car launch for Subaru Australia.
Online Boredom Test
Interactive banners helped identify those suffering from work-induced boredom.