Subaru of America, Inc. was honored with the Silver Award at the 2011 Advertising Research Foundation (ARF) David Ogilvy Awards for Excellence in Advertising. The awards, named after advertising legend David Ogilvy, are given to companies that produce research-driven, successful ad campaigns. Subaru won for the “Subaru Love Campaign,” which celebrates the legendary love that is felt by so many Subaru drivers about their vehicles.
“We’re honored to be recognized with the David Ogilvy Award,” said Tim Mahoney, chief marketing officer, Subaru of America, Inc. “Our partners at Carmichael Lynch and Harris Interactive were instrumental in this achievement.”
The campaign, which led to the tagline “Love. It’s What Makes a Subaru a Subaru,” was informed by in-depth research and supported by continuous evaluation that provided insight for future strategies.
The ARF David Ogilvy Awards honor extraordinary and/or creative uses of research in the advertising development processes of research firms, advertising agencies and advertisers. The winning campaigns provide a keen understanding of how research can be used to create powerful, profitable campaigns.
