Subaru x OVERLAND EXPO

the objective

Establish Subaru as a credible and culturally relevant leader within the overlanding community by showing up authentically in a space defined by capability, connection, and adventure.

Our Approach

We created Camp Subaru, a traveling experience spanning five Overland Expo events that brought Subaru’s adventure ethos to life through hands-on vehicle exploration, expert-led off-roading education, and immersive programming. Key touchpoints included an owner lounge, live demo tent, retail space, and live music, alongside pet adoption events that integrated Subaru’s purpose into the experience.

the outcome

Camp Subaru drove strong performance across reach, engagement, and brand impact. Attendees spent an average of nearly 9 minutes within the footprint, indicating deep, high-quality engagement well above typical event benchmarks. The program also generated qualified leads, retail sales, and widespread social amplification through influencer content. Most importantly, it fostered meaningful emotional connections, from owner participation to pet adoptions, strengthening Subaru’s position within the overlanding community.

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