Subaru Goes on Display in Las Vegas

NEW YORK As some 600 Subaru of America dealers gather for their national meeting in Las Vegas this week, they will see interactive ads from Monster Media supporting the 2008 Tribeca and Impreza WRX, two new cars from the company, throughout the city.

The Orlando, Fla., agency has a network of interactive walls set up throughout Las Vegas. There are roughly 25 currently in place, with plans to reach 55 by year’s end.

“It allows our clients to play high-definition content and have people interact with it,” said Chris Beauchamp, shop CEO. “Everything is done in Flash and it uses close to real-time data.”

This means, for example, that one installation on a highly trafficked floor displaying the Impreza switches to a Tribeca ad once contact is made with a consumer.

“The idea is to generate enthusiasm and let people know we’re [Subaru] here,” said Lisa Fleming, communications manger at Subaru in Cherry Hill, N.J. “It draws you in and your eye notices that it changes in response to movement. There are lot of lights here but this stands out.”

The theme of the meeting, which began on Sunday and ends on Wednesday, is readiness and Subaru wanted to reflect that with its advertising.

“Having interactive boards up is our way of saying, ‘We’re ready, are you ready? Let’s get ready,'” said Fleming.