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 Company: Eric Tom & Bruce
Editor: Jake Doherty – Deloitte Digital
Online: Alex Evans
Sound Studio: RISK
Sound Engineer: Dee Gjedsted
Sound Producers: Kate Gibson & Sally McMunus