When the brand's reputation is based on facts, customers are the best testimonials.  

"Storie di guida vera", the new Cernuto Pizzigoni & Partners campaign was born with this idea in mind: Subaru wanted to engage its customers (everyday heroes) by asking them to tell how does it feel to drive a safe, resilient, and reliable car.

Alberto, Gianni, Marco: three men, three Subarus. But also three adventures that were, in a way, hard and dangerous, but full of passion and pride.

Each one told his experience with the japanese brand in a short video, published on storiediguidavera.it, where he illustrates his life, his family and hobbies, and recollects his first contact with his Subaru and how it became a fundamental part of his life.

Thanks to the media plan by Gruppo Mario Mele & Partners, the campaign delivered a video-centric strategy that took advantage of the digital targeting options offered by addressable TV and on-demand platforms with 30" and 15" long commercials. The digital media mix also combined brand awareness channels with a lead acquisition strategy: the CTAs invited to discover the stories and to start one own adventure by booking a Test Drive.

But the community engagement was the final goal. The stories told are experiences with whom every Subarist could feel connected; the campaign was made to grow on Social Media, and became, in a way, a user-generated storytelling platform to support the brand's values.