Subaru begins Dark Sky campaign
Automaker Subaru Canada has begun a new promotion called "Subaru Dark Sky" that encouraged consumers to go out and view the night sky. The initiative, which supports the Subaru Outback midsize SUV, consists of digital and social media components, as well as a commercial running in theatres. The creative directs consumers to a website at <http://www.subarudarksky.ca> where they can learn about stargazing and how to get to dark sky preserves, where artificial light is limited in order to provide a clear view of the night sky. Social media posts will provide stargazing advice, images and descriptions of stargazing experiences. The company has formed an agreement with the Royal Astronomical Society of Canada to provide information. The campaign was developed by Red Urban of Toronto.
"It fits so well with the Subaru brand," said Christina Yu, creative director at Red Urban"Not only because Subaru is about getting out and enjoying nature, but also because the Subaru logo just happens to be the Pleiades cluster, which is famous for being one of the brightest and most beautiful constellations in the sky. In fact, in Japan, that cluster is known as Subaru. So we thought this initiative is a perfect fit."