Subaru—”La Ruta a Mendoza,” PHD Chile
Following the earthquake in Japan, Subaru needed to maintain brand presence in Chile, even though the supply of vehicles for sale for limited. Realizing they had an opportunity when “Copa America” (soccer’s most important tournament in Latin America) was being played in the Chilean city of Mendoza, Subaru created a website targeting the thousands of Chileans traveling to the city to support the national team. To further enhance the site and increase Subaru involvement, a prominent Chilean journalist was recruited to drive a Subaru Forester 2 through the country to Mendoza and blog about her trip. More than 60,000 visitors went to the site.