Subaru is one of the World’s biggest motor manufacturers, and the largest maker of All-Wheel Drive vehicles globally, with the unique combination of Boxer engine and permanent Symmetrical All-Wheel Drive (SAWD) underpinning most of its vehicles.
The launch of the Solterra is very exciting for Subaru as this is the company’s first all-electric SUV and will be the first of many to come. Subaru is also the only manufacturer prioritising Permanent All-Wheel Drive in electric vehicles and this, like many other features in a Subaru, comes as standard. Following the success of the Outback campaign produced by Trisonic in 2021, radio plays a major role in the Solterra’s launch. In addition, there’s a significant Digital Audio element to the campaign, specifically targeting Smart Speakers.
The ad uses the inclusion of Permanent All-Wheel Drive as the starting point, to set the Subaru Solterra apart from other electric SUVs, and highlights features important to EV drivers, such as range and fast charging. The ad includes sound design centred around demonstrating the power and torque of the Solterra’s engine, reinforced by a bespoke music track composed by Trisonic.
A special version was produced for those listening on Smart Speakers, on which the call to action is “ask your smart speaker to ‘open Subaru'”, triggering an Alexa skill to allow listeners to request a brochure or test drive by voice interaction.
SMART SPEAKER MIX
ALEXA SKILL AUDIO SAMPLES
“Trisonic made the whole process so easy from start to finish. The communication throughout was great and everything ran smoothly and delivered on time. Would highly recommend them to anyone.”
– Lyndsey Flood, Marketing Manager, Subaru UK
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