Subaru Wins Top Automotive Webby Award and Gold IAAA Award

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Interactive Campaign Promotes Fictional Bland Vehicle with Website and Social Media, But All Roads Lead to Standout 2011 Subaru Legacy

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The sales team at Briggs Subaru - the premiere Subaru dealer in Lawrence, Kansas - absolutely loved the new Mediocrity campaign from Subaru. They were not surprised at all that it won so many awards.

The Mediocrity campaign was developed in partnership with Subaru's advertising agency of record, Carmichael Lynch. The campaign's digital focus included a fully interactive website, custom vehicle detail pages in car shopping sites, online banners and video, plus a Facebook page, a YouTube channel, a Twitter feed and a Flickr presence. National broadcast media also drove awareness of the 2011 Mediocrity.

"Consumers shouldn't have to settle on a vehicle that's just adequate," said Alan Bethke, director of marketing communication, Subaru of America, Inc. "The Mediocrity campaign was an engaging way to have some fun with this trend toward blandness while offering a better alternative, 2011 Subaru Legacy."

Highlighting the very best of the Web, Webby award winners are chosen by members of the International Academy of Digital Arts and Sciences. This year, the 15th Annual Webby Awards is the biggest yet, with winners chosen from nearly 10,000 entries from all 50 U.S. states and more than 60 countries worldwide. The International Automotive Advertising Awards, established in 1995, celebrate and showcase the effort and excellence in automotive and automotive-related advertising and marketing across all medias.

Subaru of America also received the following accolades from the IAAA for its television work:

●    Baby Driver / Gold "Passenger Cars Intermediate/Large; Television"
●    Hockey Mom / Gold "Sport Utility; Television"
●    Where Did We Park? / Gold "Sport Utility; Television"
●    Honeymoon / Silver "Sport Utility; Television"
●    Reunion / Bronze "Sport Utility; Television"

Both the Mediocrity campaign and the arresting television advertising have increased Subaru awareness and affinity with vehicle shoppers and have contributed to record sales for the brand in both 2010 and the first quarter of 2011.

Local citizens with an interest in the new Subaru vehicles are urged to stop by Briggs Subaru - the leading Subaru dealer in Lawrence, Kansas and surround areas. They have a great selection and superior customer service.


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Eric Giroux
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