Subaru:
Dining Out For Life
GOALShowcase how the Subaru and Dining Out For Life partnership is making a positive impact on local communities and the fight against HIV/AIDS.
STRATEGYCreate three custom vignettes to demonstrate how Subaru delivers on their “Love Promise” to local communities by encouraging retailers’ volunteer initiatives. Mondo Guerra, winner of Project Runway, AIDS activist and spokesperson, shared real world examples of the impact made in those communities.
Subaru's Dining Out For Life initiative through Pivot and TakePart.com
raised $4 million in 1 day for AIDS service organizations
and made a positive brand impact including
SOURCE: [PRE5/POST3 - SOCIAL RESPONSIBILITY] How familiar are you with Subaru’s efforts to support those affected by HIV/AIDS? (Subaru; Base: Aware of Brand) [BRAND STATEMENTS] How much do you agree or disagree with the following statements about Subaru? (Top 2 Box; Base: Total) [BRAND FIT] Pivot is a TV network dedicated to social change. Knowing this, on a scale of 1 to 10, where 1 means not at all well and 10 means extremely well, how well does the brand Subaru fit as a sponsor on Pivot? (Top 3 Box on 10pt. scale; Base: Total) [PARTNERSHIP] How much more likely are you to purchase a Subaru as a result of their partnership with Pivot? (Top 2 Box; Base: Total)
SOURCE: [PRE4- BRAND ASSOCIATIONS] Which words do you associate with the following brands? (Subaru; Base: Aware of Brand) [POST5- BRAND ASSOCIATIONS] Which words do you associate with Subaru? (Base: Total)
SOURCE: [VIDEO RATING 1/2/3] Overall, how do you rate the ''Dining Out For Life'' video clip you just watched? (Base: Total) [INTENT] Which of the following actions are you likely to take after watching the video? (Base: Total) [CHANGE IN OPINION1] You may have seen in one of the videos that Subaru’s Dining Out For Life initiative helped raise $4.1 million dollars for AIDS service organizations. How does this change your opinion of Subaru? (Top 2 Box; Base: Total)
