Subaru

Subaru Solterra: Disrupting Tradition with Atypical Creative

Client :

Subaru

Category :

Positioning strategy, concept creation, creative strategy, digital strategy, (D)OOH, art direction, online video advertisement, performance, Meta, SEA

The challenge

Subaru needed an original and modern way to translate the launch of their newest model, the Solterra, into a compelling creative campaign. The goal was to move away from traditional automotive marketing and find a contemporary translation that would capture attention in a digital-first landscape, while maintaining Subaru's unique brand identity.

Our move

Building on their existing partnership for performance marketing, Fightclub took the creative lead. We developed an atypical, high-energy teaser video designed to disrupt the standard viewing experience.

Following the digital success, the strategy was scaled across the BeNeLux for the Outdoor Days campaign. We broke tradition by:

Reimagining Out-of-Home (OOH): Positioned the brand with surprising visuals on traditionally static billboards.
Multi-Channel Synergy: Integrated a month-long push across Google Discovery and Meta.
Strategic Targeting: Focused on high-quality reach and lead generation to convert interest into action.

The results

The partnership proved that “atypical” pays off. By positioning Subaru as a forward-thinking brand, the campaign achieved exceptional engagement:

The teaser video hit a 14.2% view rate, with 1 in 6 viewers interacting with the content.
3 million impressions generated across the BeNeLux region.
300 leads and a doubled Click-Through Rate (CTR).

The results

The partnership proved that “atypical” pays off. By positioning Subaru as a forward-thinking brand, the campaign achieved exceptional engagement:

The teaser video hit a 14.2% view rate, with 1 in 6 viewers interacting with the content.
3 million impressions generated across the BeNeLux region.
300 leads and a doubled Click-Through Rate (CTR).