Measuring the Cultural Fluency of Ads: Subaru
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CultureRate:Ad and CultureRate:Brand are major initiatives that provide a research solution to brands’ mounting need for comprehensive, ongoing analysis of the cultural fluency of branding and advertising.
Download an excerpt of the study.
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In this CultureRate:Ad study we had the opportunity to test a recent ad by Subaru called “Girls’ Trip,” released in September 2020.
In this video, a granddaughter and her grandmother hit the road in their Subaru for a “girls’ trip.” They enjoy the journey together and have fun along the way by dancing in the car and stopping for milkshakes. Grandma even gets the number from a cute guy at the gas station for her granddaughter. Once they arrive back home, the video shows Grandma’s “old school” Subaru parked in the driveway, a nod to the brand’s reliability. Grandma remarks with pride how her granddaughter has taken after her by getting her own (newer) Subaru.
This ad struck a joyful, relatable, and authentic tone, making it a hit with consumers.
This ad was also one of the highest-performing auto ads of the set, ranking within the top two for each racial/ethnic consumer segment. The ad resonated with three out of four consumer segments – Hispanic, Black, and White. This means that the ad had an A-CFQ (Ad Cultural Fluency Quotient) score of 75 or higher for each of those segments. Even more, the A-CFQ score was just on the cusp of the resonance threshold for the Asian consumer segment.
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According to consumers, the top performing features of this ad were its characters and story.
The two women in the ad had a close, heartwarming bond. They look and act authentically and viewers responded positively. Plus, their relationship helps convey the brand’s tagline: “Love is what makes Subaru, Subaru.”
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The ad’s heartwarming tone resulted in high rates of positive emotions across segments, like happiness, excitement, and pride. In particular, Subaru’s ad outperforms most auto ads in evoking happiness. 56% of viewers said the Subaru’s ad made them feel happy, compared to the automotive ad norm of just 34%.
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