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"Sexy Sumos" sizzle at 2009 CMA Awards
"Sexy Sumos" sizzle at 2009 CMA Awards
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[{"type":"text","content":"\n\n\n\nNov. 30, 2009 (Canada NewsWire Group) -- TORONTO and VANCOUVER, Nov. 30 /CNW/ -- Proclaiming, \"Japanese SUVs just got a little sexier,\" DDB Canada's integrated campaign for the redesigned 2009 Subaru Forester won top prize Friday night at the 2009 Canadian Marketing Association (CMA) Awards gala.In addition to being named the \"Best of the Best,\" the Forester launch campaign received the most awards (eight) of any entry at the CMAs, Canada's largest annual marketing award show that celebrates creative marketing that deliver results. It all added up to an impressive medal haul for DDB Canada which received more awards than any other agency at the CMAs again this year, winning best in show, three best in category awards, three gold, four silver and three bronze awards.Highlighting Subaru's Japanese heritage by featuring sumo wrestlers, the multi-faceted ad campaign for the Forester played up the notion that \"sexy sells.\" Created by DDB Canada's Toronto office, television, print, online, radio, direct marketing and in-store point-of-sale (POS) materials were used to tout the vehicle's completely redesigned features and performance benefits.The campaign exceeded all expectations and results included a +15 per cent rise in showroom traffic and saw Forester sales more than double (+132 per cent) from the previous year.\"Subaru had set some aggressive sales targets for this campaign and we knew we needed a big idea to meet them,\" says Michael Davidson, senior vice president, who leads the Subaru account for DDB Canada. \"The sexy sumo campaign is fun, engaging and surprising, and has yielded some very big results for Subaru Canada. It speaks to DDB's core belief that creativity is the most powerful force in business.\"\"DDB had the ingenious idea to use Japanese sumo wrestlers to showcase the Forester's strength and aggressive new styling features that make the Forester a true SUV,\" says Ted Lalka, Vice-President, product planning and marketing, Subaru Canada. \"DDB created a campaign that resonated way beyond our expectations with the dealers. The campaign is provocative, edgy and has been getting a lot of attention across Canada.\"- DDB Canada and its integrated divisions were recognized at thisyear's award show for the following work:- Best of the Best, Subaru Canada, \"Forester Launch\"- Best in Advertising, Subaru C...