To prove that the new 2020 Subaru Outback is truly the G.O.O.A.T. (Greatest Outback of All Time), we pitted it against nature’s most rugged animal – the mountain goat. Through an integrated campaign, we compared the G.O.O.A.T.’s to the goat, stacking their capability, features, and benefits against each other.

In order to help shoppers truly decide whether the G.O.O.A.T. or goat came out on top, we created an entire dealership brochure for the goat – mirroring that of the Outback. The goat brochure was displayed alongside the Outback’s brochure in Subaru dealerships allowing visitors to compare even the finest details – horsepower to hoofpower, alloy wheels to shaggy wool, and more.

The brochure was an innovative part of the campaign, which has resulted in the most successful Outback launch in 25 years. In each of the five months following launch, Subaru experienced their best-ever sales and year-on-year increases, with monthly increases ranging from 8.6% to an incredible +78%.