Kate Dai's Blog

Subaru is making itself visible and catching the attention of potential customers through linking it’s SUV the forester to the very cheeky sexy sumo. Hitting the audience with something new, interesting, and out of the blue, Subaru has strayed from traditional advertising strategies promoting benefits and features to simply just making it sound fun and sexy. The sexy sumo will stay in people’s minds and when a Subaru Forester drives by you’ll think of it.

The irony of a Sumo being sexy is funny and entertaining.

Sticking to this strategy, Subaru has gone as far as bringing in one of the advertised Sexy Sumos to the Vancouver International Autoshow this year. Take your picture with the Sexy Sumo and Subaru forester at the autoshow, something very different than what Subaru’s competitors present.

This is recent a clip of a family taking a photo with a real Sexy Sumo at the Autoshow at the Vancouver Convention Center.

I’m sure everyone will now be thinking of a Sumo when they see a Subaru. The awareness and attention is getting out but how will this affect their sales. It is a bold strategy that requires some risk. Simply entertaining and capturing the attention of people isn’t enough to bring in the dollars. It will be interesting to see if the Sexy Sumo can do the job.