Subaru Australia has partnered with next generation minds across science, design, marketing and the arts from the University of Sydney to answer the critical retail question – “How will we buy cars in 2030?”.
A unique partnership initiated by P2 Content Creators connected a real brief and business challenge from Subaru with the bright young minds from the University of Sydney’s Industry and Community Project Unit, led by Senior Lecturer Dr. Jennifer Fletcher.
The brief was simple: examine the future of retail with a fresh, future-focused perspective. Students took Subaru’s real commercial brief of a legitimate business challenge and developed unique solutions across a mix of strategic, creative, product, customer experience and channel-agnostic design.
General Manager of Marketing at Subaru, Amanda Leaney and P2 have been blown away by the different thinking and approach delivered by working outside of the traditional creative and media agency landscape for non-traditional solutions.
“Each proposal demonstrated a fresh and unique perspective into the future of retail… some were naturally aligned with current Subaru thinking, confirming initiatives we’re already pursuing, however other responses challenged our thinking in ways we didn’t anticipate. We unearthed out of the box ideas from outside the world of marketing, sales and brand experts that will help fuel future activities over the next decade,” said Leaney.
A full semester response involving several client check-ins throughout, culminated in final presentations which comprised an eclectic bag of rich and thoughtful ideas. Some grounded in media and how to connect with the future consumer, others in the sales process, whilst others delved into the role of digital in retailing automobiles.
Achieving far more than theoretical problem-solving credits, the students gained a unique experience working directly with a business that offered instant feedback and direction to help hone their focus. Says Dr Jennifer Fletcher, “Working on a real business problem is genuinely motivating for our students – it’s been an extremely rewarding partnership.”
David Flanagan, Director Content & Strategy from Subaru’s agency – P2 Content Creators – who initiated and facilitated the initiative, was beyond impressed by the creative energy the project delivered. “As brand custodians, it’s sometimes worth remembering that a fresh, new perspective such as this one can unlock hidden opportunities that gets us all excited about creating needle-moving opportunities out of business challenges ahead.”
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