Suzuki Australia revamps brand positioning with new ‘For Fun’s Sake’ campaign via Deloitte Digital

Japanese car maker Suzuki has launched a major brand revamp as part of a market re-positioning and wide-ranging transformation in Australia. The ‘For FUN’s sake’ campaign is the brainchild of Deloitte Digital, representing its continued growth as a creative consultancy.

The new campaign embraces the raw essence of the Suzuki brand in Australia that delivers unbeatable value, legendary reliability and guaranteed quality, without compromising the fun of being a ‘driver’.

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The rebrand will be visible via a through-the-line campaign spanning TV, print, online and outdoor. More campaigns will follow promoting Suzuki’s unique range, including the newly released smash hit Jimny SUV. A public relations campaign will complement the marketing and customer service investments.

Says Michael Pachota, general manager automotive, Suzuki Australia: “I have no doubt our partnership with Deloitte has the power to electrify the Suzuki brand in the Australian automotive marketing space. Hopefully it puts a dent in the industry’s ‘101 auto format’ that is plastered like wallpaper these days; when everyone is punching with their left arm, we’re coming in with the right hook!

“Suzuki has been driving Australians for decades: rewarding owners with economical, reliable, value packed, fun cars. Together with Deloitte, we’re excited to have these core values delivered through our advertising to show Australians how Suzuki translates to your way of life.”

Says Daniel Mercuri, national marketing manager, automotive, Suzuki Australia: “We needed to create an idea that was bold and truly meaningful to our audience and we are confident the work produced will deliver against these objectives. Through a pitch process it became clear that Deloitte were best placed to produce work to raise brand awareness and ultimately drive enquiry into the business. This is a very exciting period for the Suzuki brand in Australia, and we are looking forward to working in collaboration with Deloitte Digital and our media agency Noisy Beast to drive strong business results across all marketing communications.”

Says Matt Lawson, chief creative officer, Deloitte Digital: “Suzuki’s are fun. Full stop. Actually, exclamation mark! And they should be rewarded handsomely for this frivolity.”

The last 12 months have been a breakthrough period for Deloitte, with the Australian business winning two Cannes Lions, Grand Prix for Australian Digital Idea of the year at the AMYs, a Clio and multiple Spikes including Innovation for clients inlcuding The Great Barrier Reef Foundation, Prince of Wales Hospital Spinal Unit and ANZ. Deloitte Digital’s creative team in Australia now includes over 50 creative professionals working across brand, campaigns, spatial, storytelling, immersive, motion and creative design.

Client: Suzuki Australia

Engineer: Simon Lister