In the competitive world of automotive advertising, the greatest challenge is to create a likeable message that is entertaining, memorable, and drives showroom traffic. The Subaru of New England team worked for months with Radio 92.9 to deliver one of the most unique campaigns in our history. Here’s the story of how the new September “Ooh, Ooh, It’s Love” Subaru of New England ads evolved, and came to fruition:
From brainstorming sessions in Ernie Boch’s office; the idea developed to create an ad using the power of social media. We discussed many possibilities, and pursued the concept of a New England talent search for the next vocalist for an all new Subaru jingle for an innovative campaign. Radio 92.9 in Boston created a website, and promoted the talent search on-air and on the web for one month. The station was swamped with vocalist entries from 36 different bands. The contest delivered about 7000 page views, and 4,237 people voted to determine five finalists. After much deliberation, Ernie Boch picked the winner- a talented young singer named Sarah Blacker.
It really was a social campaign that came from the people. Submissions were the result of the creativity of the many artists who competed to win, and all the Radio 92.9 listeners who voted for them.
And that, as they say, is “the power of love.”