Car buyers invited to test drive Suzukis to other test drives in latest campaign via Deloitte Digital
Suzuki Australia have announced that they are so confident in the experience of their own vehicles that they are allowing customers to test drive them to other test drives, at other dealers.
This latest tongue-in-cheek campaign from the For Fun’s Sake platform via Deloitte Digital, has launched with a TVC showing a Suzuki dealer assisting potential car-buyers to competitors’ dealerships. Before inviting the public to book a test drive to their next test drive.
Says Rob Rosengarten, assistant marketing manager – automotive: “Our research has shown that 7 out of 10 people who test drive a Suzuki actually buy one, so whilst it might seem like a bit of a gamble, it’s actually one of our lowest-risk campaigns so far.
“We actually launched the campaign a couple of weeks ago to test drive the idea. Since then online requests for test-drives have increased 84% over the same period last year so we’re understandably happy.”
Says Matt Lawson, chief creative officer, Deloitte Digital: “And yes, the Suzukis may have a price and line on them so they act like moving billboards as they’re driven into competitors’ dealerships by the general public, like Trojan horse cars. But we feel it’s the least these potential buyers can do for Suzuki after such a generous offer to let them test drive to other test drives.”
The integrated campaign is running in NSW, ACT, WA, SA, NT and TAS and is supported by a digital display, OOH and social.
Client: Suzuki Australia
Michael Pachota: General Manager – Automotive
Robert Rosengarten: Assistant Marketing Manager – Automotive
Daniel Sammut: Digital Marketing Coordinator – Automotive
Creative Consultancy: Deloitte Digital
Creative Brand & Advertising Partner: Adrian Mills
Chief Creative Officer & Partner: Matt Lawson
Executive Creative Director: Charles Baylis
Creative Director: Gustavo Vampre
Copywriter: Aaron Bethune
Art Director: Kyle Lotherington
TV Producer: Marlese Sloan
Group Account Director: Daniel Loukidis
Account Manager: Natalie Ng
Production:
Production Company: Eric Tom & Bruce
Post-Production:
Editor: Jake Doherty – Deloitte Digital
Online: Alex Evans
Sound Studio: RISK
Sound Engineer: Dee Gjedsted
Sound Producers: Kate Gibson & Sally McMunus
20 Comments
I’m in.
Suziki Detour
The end shot has the Suzuki driving into a Kia dealership. Hardly a tough beat.
I like it
I like how every Suzuki feels like a different genre but definitely from the same brand. And all pretty funny. Good going and keep going.
I see Suzuki on here I click the link. This campaign does keep entertaining.
Did the 7 out of 10 people drive them to other test drives first?
Seems like the stat is not connected to this offer/challenge . Details.
In the last couple of months Suzuki and Jeep stand out as the braver brands. VW and Audi trying but missing the mark. Toyota, Mitsubishi Kia and Isuzu are ubiquitously dull. Car advertising is hard and to do it well and it takes good agencies . Umm consultancies .
wish I’d thought of this
Good move Deloitte!
Suzuki! Good one Suzuki.
So obvious that all the comments are to Deloitte from Deloitte.
I really like this work.
@doesnt pass the test , it doesnt bear or deserve scrutiny too deeply.
Car advertising is hard, you’re right. And I love when Australian agencies create work that is localised to the Australian market. Most auto brands have global positionings that need to be
Ahhh!!! You caught us. Well done…. you know what?…I reckon your talents are wasted on the blog. You really should be out on the streets solving crime.
Sometimes auto ads are hard because sometimes clients don’t realise car buying is an emotional decision not just a rational one. This client gets it.
I really like this.
It’s a truth, it’s interesting and brave.
What if cars were the new beer and this country could start getting creative again.
Cars are like beer, they’re all pretty much the same. Let’s have fun.
I love this brand, and campaigns. They don’t take themselves too seriously, and they seem like such a great client to work with
Good voice over, funny
It’s nice to see a brand that understands itself and the consumer.
They’re fun, they’re cheap and they are confident.
Each Suzuki campaign is another perfectly fitting piece of the puzzle and in that they are very clever.
Now waiting for the ageist bullshit to start.
Everything @Old Suit Guy said
Simple, funny, effective: the trinity for good ideas.