Table of Contents 6 2012 OVATION Awards Winning Entries

consumers that they would remember for years to come. The pressure to deliver, especially from the
client, was palpable.
MEASUREMENT/EVALUATION:
The 2011 Forester special event at the AutoShow was a resounding success by all measures, exceeding
client expectations and all projections, turning Subaru into …”the most talked about brand at the show,”
according to David McLean, the show’s director of marketing and promotions. Key results include:
• 5,904 prints were taken and handed out to consumers (+24% vs. target)
• 1,923 digital prints were sent via email (+92% vs. target)
• Each photo contained an average of four people, translating to 24,000 consumer interactions (+27%
vs. target), not including the thousands of consumers who visited the activation area to catch a glimpse
of the action
• Media coverage, including segments on CTV, in The National Post and The Toronto Sun, resulted in
over 3,000,000 earned impressions (+67% vs. target)
• 1,020 customer leads were sent directly to dealers (+24% vs. target)
• Sales results were astounding. In February 2011, as the TV spot hit in line with the AutoShow
promotion, sales figures rose from only 757 units in the six weeks prior to 1,182 units (+56%)
• Following lead generation at the AutoShow, Subaru’s March monthly sales target was overcome by
(+20%).
• Bonus: representatives from Honda, Chrysler and Ford all visited the booth to get their photos taken
with Subaru’s sexy sumo!
In the end, “sexy” came back to not only the Toronto AutoShow but the Vancouver AutoShow as well.
Due to the overwhelming success of the event, Subaru Canada requested that the agency replicate the
sexy photo shoot at the Vancouver AutoShow, resulting in an additional 18,000 consumer interactions,
12,500 photos distributed and a 300 pound, sexy front page media spread in the auto section of the
Vancouver Province.