"Sexy Sumos" sizzle at 2009 CMA Awards

DDB Canada's big idea for Subaru Forester named "Best of the Best"

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 this
        year's award show for the following work:
    -   Best of the Best, Subaru Canada, "Forester Launch"
    -   Best in Advertising, Subaru Canada, "Forester Launch"
    -   Best in Integrated, Subaru Canada, "Forester Launch"
    -   Best in Automotive, Subaru Canada, "Forester Launch"
    -   Lettermail Award, UNICEF Canada, "Spread the Net" DM (Rapp Canada, a
        division of DDB Canada)
    -   Gold, Subaru Forester, "Forester Launch," Automotive: Integrated
    -   Gold, Subaru Forester, "Forester Launch," Automotive: Advertising
    -   Gold, Subaru Canada, "Forester Launch," Automotive: Digital
    -   Silver, Subaru Canada, "Forester Launch," Automotive: Media
    -   Silver, UNICEF "Spread the Net" DM, Not-for-Profit/Fundraising/Public
        Service: Direct 1:1 (Rapp Canada, a division of DDB Canada)
    -   Silver, Canada Tourism Commission, "Mexican Key Influencer," Consumer
        Services: Media (DDB Canada/Radar DDB)
    -   Silver, Midas, "Winter Maintenance," Automotive: Advertising
    -   Bronze, Midas, "Winter Maintenance," Retail: Advertising
    -   Bronze, BC Dairy Foundation, "Must Drink More Milk," Consumer
        Products: Advertising
    -   Bronze, Sun-Rype "Sun-Rype Juice 1.36L Launch," Consumer Products:

"Notably, the awards were won by both DDB Canada's Vancouver and Toronto offices for a wide variety of companies, products and services," says Frank Palmer, Chairman and CEO, DDB Canada. "This result showcases the agency's depth, creativity and ability to generate significant results for clients in every marketing discipline."

DDB Canada's top showing the 2009 CMA's extends a successful year of awards and recognition that includes being named Strategy magazine's 2009 Agency of the Year. At the 2008 CMA Awards DDB Canada also received more medals than any competitor at the show, winning a total of 12 awards.

The CMA Awards have been a symbol of marketing excellence for over 35 years. Celebrating results-based marketing, the CMA Awards is the biggest and most prestigious marketing awards event in Canada. Deadlines for entries are in June and July each year. Each November, about 2,000 of Canada's top marketers, clients, and business partners come together at the CMA Awards Gala to honour the stars of the marketing industry. The CMA Awards Gala is Canada's largest marketing awards celebration and has been a sell out success for the last several years.

About DDB Canada

Named Strategy's 2009 Agency of the Year, DDB Canada is the most creatively acclaimed, internationally recognized marketing communications agency in Canada. Known for advertising that generates significant results for clients, DDB Canada is a "total communications company" that believes creativity is the strongest business tool. DDB Canada has offices in Vancouver, Edmonton, Toronto and Montreal. The agency's integrated groups include: DDB Kid Think (youth marketing), DDB Public Relations, Tribal DDB (online and interactive), Karacters Design Group, Rapp Collins (direct), Radar DDB (social media marketing) and DDB Echology (corporate social responsibility).

/NOTE TO PHOTO EDITORS: A photo accompanying this release is available at http://photos.newswire.ca. Images are free to accredited members of the media/


For further information: For further information: or to schedule an interview, please contact: Robert MacLean/Paige Calvert, DDB Canada, (416) 972-5881/(604) 608-4421, robert.maclean@ddbcanada.com/paige.calvert@ddbcanada.com

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