Subaru and Carmichael Lynch win Second Sustained Success Effie
Carmichael Lynch’s 11-year partnership with Subaru of America won Gold in the Sustained Success category of the 2020 North American Effie Awards. This is the second time Subaru has won the distinction — making it the only automotive company to do so.
The Sustained Success Effie is awarded to communications efforts that have experienced sustained success for more than three years. Subaru and Carmichael Lynch previously won the distinction in 2015.
Effie Awards U.S. recognizes and celebrates the most effective marketing efforts of the year.
After two rounds of judging, those selected as Effie finalists and winners represent cases that best demonstrated how they effectively solved a marketing challenge, connected with their target audience, and achieved the results to prove it worked.
Subaru’s Rise to Safest
Subaru vehicles have always been safe. But amid endless tech features and larger marketing budgets, Subaru didn’t stand out and sales stagnated. Then, an idea: make safety about the people, not the cars. Over 11 years, Carmichael Lynch has transformed safety from an expected product feature to an emotional brand equity. The agency’s safety advertising measurably drives consideration and Subaru beats all competitors—even Volvo—on perceptions of safety. Where competitors “buy” customers with incentives, Subaru has steadily decreased incentives and grown demand through brand-building, massively outperforming the category on sales.
See the full list of winners and finalists here.