Subaru and Carmichael Lynch Win Silver Effie for Share The Love
Carmichael Lynch’s Share the Love campaign for Subaru of America won silver in the automotive category at the 2018 North American Effie Awards.
The Share the Love campaign arose nine years ago from a conundrum Subaru faced every holiday season – how do you compete for sales when every other auto manufacturer spends millions on incentives?
The answer? Sell love, not the car. During the Share the Love event, Subaru donates $250 to the charity of the customer’s choice for every vehicle purchased. It’s a new thought in the automotive space – instead of more money in our pocket, put it in the pocket of those who need it most.
For the 2016 campaign, Subaru and Carmichael Lynch brought this idea to life by highlighting the inspiring beneficiaries of the four national charities and not showing a single vehicle in the commercials. The song, “Put a Little Love in Your Heart,” features prominently throughout the campaign, and is performed by each of these inspiring people as they tell their stories. The result was the largest sales month in company history.
The agency was also named a finalist in the automotive category for the campaign surrounding the launch of the 2017 Subaru Impreza. Last year, Subaru’s Zero Landfill Initiative won a Positive Change Effie in the environmental category. Carmichael Lynch has won a Sustained Success Effie Awards for its continued relationship with Subaru.
The North American Effie Awards honor the most effective marketing communications efforts of the year in the United States and Canada. The entries undergo two rounds of judging by a carefully selected jury of senior-level executives representing a variety of marketing and advertising expertise. Winning entries represent cases that best demonstrated how they effectively solved a marketing challenge, connected with their target audience and achieved the results to show it worked.
The winners of the 2018 North American Effie Awards were celebrated at a gala May 31 in New York City.