To bring the latest model to market, Zulu Alpha Kilo created a batch of BRZ Hot Sauce to give prospective owners a ‘taste ride’.
Hot sports cars have always caused drivers to blush a little. Now, Subaru is taking the launch of its all-new BRZ to another level by allowing consumers to literally taste it in the form of a searing hot sauce.
The integrated campaign, aptly titled IGNITE YOUR SENSES, was launched by a dramatic online film. The story revolves around a curious pizzeria and begins when a customer is smitten with a brand new Subaru BRZ parked in front of the restaurant. Seeing what ignites this guy’s fire, the chef gives him a unique bottle of BRZ-branded hot sauce. And after tasting the bottled feeling of the sports car, the customer’s heightened senses take him on a fiery BRZ driving fantasy through the city.
But the premise of the film is more than mere fantasy. A batch of BRZ hot sauce bottles has been earmarked for select retailers and surprise and joy gifts on social media to allow consumers to take a ‘taste ride’.
https://www.youtube.com/watch?v=uq7mlU2qaDo
“The launch of this latest BRZ model should convey something instinctive and fun to drivers,” said Gary Sappleton, director of marketing and brand management for Subaru Canada. “Delivering unusual experiences that capture the exciting performance and style of the all-new BRZ will help gather our passionate fanbase.”
A code aimed at a youthful and tech-savvy audience found on BRZ hot sauce bottles directs consumers to a Snap AR gaming lens. The goal of the game is to navigate the BRZ through a winding road course and collect as many chili peppers as possible within one minute. Players get real-time insight into their facial expressions during the experience and can control the BRZ through physical head movements.
“Hot sauce has become a cultural phenomenon in recent years,” said Wain Choi, executive creative director at Zulu Alpha Kilo. “By tapping into this rich culture, we can push the boundaries of how we can generate interest and test drive a new vehicle.”
Zulu Alpha Kilo and Zulubot, the agency’s production arm, are leading the strategy and creative development for the integrated campaign. Work includes online video, a Snapchat AR lens, social content, OOH, digital acquisitions, and packaging design. Agence Rinaldi handled the Québec market and OMD was behind the media planning and purchasing.
The IGNITE YOUR SENSES campaign is the latest installment of Subaru Canada’s Welcome to Uncommon platform, launched in 2021.
Show more – Creative
Head of the design department: Zak Mroueh
Executive Creative Directors: Wain Choi
Creative Director/Art Director: Kevin Sato
Creative Directors/Writers: Vinay Parmar
Type directors: Randy DeMelo, Mirani Bhatt
Authors: Karishma Wadia, Ryan Kukec
Head of Design: Stephanie Young
Designers: Rasna Yaswal, Kevin Sato
Account Team: David Tremblay, Corina Wilkes, Maura Kelly, Hayley Blackmore, Robin Scott
Strategy Team: Heather Segal, Carly Miller, Shaunagh Farrelly
Head of Digital: Sean Bell
Customers: Don Durst, Cynthia Bouris, Gary Sappleton, and Curtis Lang
production company: asymmetrical
Producers: Christine Taranco, Tom Evans, Adam Palmer, Sarah Dayus, Laura Dubcovsky, Tim Winchester, Ola Stodulska, Jason Pearson, Colleen Allen
Interactive Producer: Ece Inan
Leading AR Artists: Andrew Martin
Developer: Jake Edwards, Gillian Black
Colour: Connor Fischer / Alter Ego
sound engineer: Noah Mroueh
Editor: Jessie Posthumus, Felipe Chaparro
VFX Artist: Dan Margules, Felipe Chaparro
Motion graphics: Cecilia Bernasch
Photographer: Patrick Tomasso
Web Developer: Ariana Emond, Kyle Collins
Retoucher: Nabil Elsaadi, Jim Tinios, and Mila Lukezich
Studio manager: James Graham
studio artist: Jeanette Downes, Mila Lukezich, Jenny McCracken
Hot sauce filler: Pepper North Artisan Foods
Categories: Automobile, cars
Zulu Alpha Kilo, Mon 08 Aug 2022 14:12:06 GMT
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