Subaru’s American division is taking audience segmentation a step further with the release of a new advertising campaign for the 2011 Legacy that specifically targets the Chinese-American market. The campaign has been produced in Cantonese, Mandarin and English, and can be seen across a wide variety of media placements including TV, print, online and out-of-home running.
The television spot is called “Sweet Tomorrow” and it shows a young Chinese American couple preparing for the birth of their first child. The advert is scheduled to air through October 2011.
“Potential Subaru owners in target markets for this campaign are younger than the general market,” says Subaru. “The early to late 30s demographic is depicted through life stage and style cues, such as preparing for the birth of a child; hobbies; attire and décor,” the company added.
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