Jan 29, 2018

  • Subaru launches new brand campaign ‘Better Where It Matters’
  • Features all-new XV, which hit dealer showrooms earlier this year.
  • Launch sees premier advertising campaign from MullenLowe and Subaru partnership
  • Campaign launched on January 19th, 2018, including primetime National Geographic media partnership

Birmingham, 29 January 2018 – Subaru UK has started 2018 with a new and refreshed direction, launching its brand campaign – ‘Better Where It Matters’.

Partnering with creative agency MullenLowe, the premier campaign strips to the true essence of Subaru, highlighting its core values; Safety, Capability and Reliability. The campaign celebrates the launch of the all-new Subaru XV, which has already collected high profile accolades globally including a Best In Class award for the Euro NCAP 2017 end of year results.

The ‘Better Where It Matters’ campaign showcases the true strengths of the all-new XV to customers and audiences, focusing on what really matters to prospective Subaru customers in today’s day and age. Subaru is renowned for its engineering expertise and quality, traits which the ‘Better Where It Matters’ campaign boast throughout its communications.

The campaign spans a number of communications channels, culminating around a strategic media partnership with National Geographic, bringing together a shared audience and active prospective customer base.

Subaru’s Communications Manager, Alexandra Lyons, commented: “Auto advertising all looks and feels the same. The engineering that goes into our cars sets Subaru apart from that style over substance. We don’t have the biggest marketing spend in the car market so we need to outsmart others to win attention, and this work for the XV does just that.”

‘Better Where It Matters’ launches on January 19th, made up of TV, cinema, print and online creative and a media partnership with National Geographic. The campaign also sees a new direction for Subaru in the UK, with the campaign complimenting a new business strategy for 2018. For updates on Subaru products, including the all-new XV, visit  or visit your local Subaru dealer for more information.

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For more information, contact:

Duncan Stuart
Mob: 07739 558 652

Dev Mistry
Press & PR Manager
Tel: 0121 730 8192  Mob: 07807 284 368

About Subaru: For over 50 years, Subaru has earned a reputation for engineering excellence. We engineer cars that drivers love and know they can trust. Subaru customers don’t want to follow the crowd. They, like us, prefer to think for themselves. Innovation is in our blood. With just under 16 million Subaru vehicles on the road globally, it’s an approach that’s won us loyal advocates and accolades world-wide.

Subaru is imported and distributed in the UK by IM Group.

About MullenLowe: MullenLowe Group is a creative communications company with advertising, digital, shopper, retail activation, CRM and media channel planning all under one roof.  From this multi-discipline approach we pull the right lever at the right times in order to make the things that make a difference to our clients’ brands.  Our clients include Art Fund, Burton’s Biscuits, British Heart Foundation, CCS Government, Dunelm, Post Office, Unilever, Western Union and Zoopla. We are part of the MullenLowe Group global network, a global creative boutique of distinctive diverse agencies, present in more than 65 markets with over 90 agencies.  MullenLowe Group is part of the Interpublic Group of Companies (NYSE: IPG).