The 2011 Subaru Impreza WRX STI wants you to get more G's - what kind of G's are they talking about?

The auto maker is comprising a series of 30-second Web videos on Subaru's YouTube channel that show people in the passenger seat of a race-ready version of the car. "The passengers -- twisting, screaming, laughing -- aren't on a drive to the grocery store. They are riding shotgun to X Games star and Subaru Rally Team USA driver Dave Mirra while he screeches around cement pylons under L.A.'s 105 freeway."

Kevin Mayer, Subaru's director of marketing communications, says the campaign actually extends Subaru's emotionally centered "Love" campaign that launched last year. It is intended to highlight  physical and emotional reactions that people get when experiencing "G" forces - meaning g-force speed as well as the emotional expression "geez."

"The new STI has big, big improvements in suspension and handling, as well as a rear wing [or spoiler] on the four-door; and the WRX, STI's 'little brother,' is coming out in a wide body, so we have these major product improvements that we are developing the campaign around."

The effort includes "G Cards," virtual postcards on Subaru.com's "Get more G's" microsite, which boasts the virtues of WRX and STI and trash-talk competitive vehicles.

"People buy Subaru cars emotionally and justify it rationally; our strength [with WRX] is handling and acceleration and we needed to communicate that," says Mayer. "It came to us when we were test driving under a year ago when we saw that everyone had a big grin on their faces when they got out of the car. The more we talked about 'Get more G's' and the double-entendre of g-forces and the emotional response to them..."

Want to experience the G's of an all new Subaru for yourself? Come on down to Heuberger Motors - 1080 Motor City Drive, Colorado Springs, CO 80905.



Source:  http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=132960