Programmatic Lunch

Subaru Teams with Weather Channel for Native Campaign

Tim Maytom

Subaru Native CampaignCar manufacturer Subaru has partnered with The Weather Channel UK to launch a mobile native campaign that promotes the firm's leading all-wheel drive vehicle range, targeting adventurous motorists with outdoor and travel-related interests.

With weather such a crucial factor in planning for outdoor pursuits and activities, the campaign will provide consumers with bespoke weather forecasts that will be broadcast across The Weather Channel's mobile properties. Advertising will be seamlessly integrated into the forecasts, which will activate when local weather conditions are suitable for certain given activities.

"This UK media first for The Weather Channel and Subaru highlights the growth of our content offering," said Ross Webster, managing director of international sales for The Weather Channel UK. "We understand that Subaru wanted to engage with its audience during a time when the weather permits outdoor activity; our weather triggered technology along with our native ad tool Branded Backgrounds enables the brand to achieve this."

"We see this partnership as the perfect opportunity to endorse an audience relevant to Subaru, embracing their love of the great outdoors and facilitating their weekend plans – whatever the weather or conditions," said Biana De Bono, group marketing & communications at Subaru. "The brand synergy between The Weather Channel and Subaru is the perfect enabler for this audiences' lifestyle."

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