The Mercurio GP proves itself as a strategic and creative partner of Subaru Italia

The agency developed a launch strategy for the new Crosstrek and create all materials for external communication and for businesses throughout Italy.

Il campaign concept tells a new story, which rewrites the concept of emotion to focus on the quality of the moment experienced rather than just the performance of the vehicle. Crosstrek thus becomes real life partnerthe main character with the people of their closest and happiest stories: a new comfort zone built on the technical and design advantages offered by the car.

The campaign is structured in two phases that are different in terms of time but synergistic in terms of story and photography. In the months set for prelancio The arrival of the new Crosstrek was promoted by claim ‘It all starts from here’framing the interior of the cross only with people who, having arrived at their destination, prepare to live their exciting lives.

The launch phase continued in January 2024 with the development of new communication materials and title transformation in ‘Where I want to be’ to express the unity of many possibilities in one vehicle (adventure, comfort, city, open spaces, sports).

From a visual point of view, the story is created in a series of real-life settings with the introduction of everyday events and outdoor activities that affect the main characters, describing all the experiences that can be experienced with the new Crosstrek.

The soundtrack is unreleased track ‘Peace of Mind’, created by Mercurio GP specific to Subaru Italia to better express the concept of comfort, safety, adventure and exterior of the new model.

Mercurio GP has also developed all external communication tools, both for consumers and sellers, which include TV (15” and 30”), radio (25”), OOH, digital, social media management, Pop material and special projects.