Suzuki launches new campaign to promote free talking car upgrade via Deloitte Digital
Suzuki Australia has announced its new Baleno will feature a communication device that will allow the vehicle to talk to drivers and passengers. Deloitte Digital has launched a new tongue-in-cheek campaign to promote the free talking upgrade.
Harnessing the exact same technology that can be found in singing birthday cards, Das Talkomobile upgrades can be effortlessly installed in the new Baleno’s glovebox, centre console, under the sun visor and in the boot.
The device takes aim at the current car market climate, where manufacturers continue to add superfluous gimmicks and gadgets to their vehicles in order to sell units.
Says Matt Lawson, chief creative officer, Deloitte Digital: “Although packed with all the modern necessities, the new Suzuki Baleno is excellently priced because it doesn’t have the gimmicky features that tend to put the price up. Well, until now. This campaign is set in a parallel world, a world where Suzuki does gimmicks…and has a German accent.”
Says Daniel Mercuri, national marketing manager – automobile, Suzuki: “In keeping with our ‘For Fun’s Sake’ brand platform, we’ve delivered this value proposition in a tongue-in-cheek way, while at the same time poking a bit of fun at premium European car brands. It’s early days, but from the teaser phase we’ve already seen huge engagement from our audience in a really positive way.”
Says Michael Pachota, general manager – automobile, Suzuki: “This campaign comes off the back of a strong year for Suzuki Australia with sales growth year on year in a declining auto market and against significant supply constraints. New Baleno is a key player in the light car segment and presents exceptional value, even more so now with the ‘free gimmicks’! For FUN’s sake, naturally.”
The Talkomobile campaign will be promoted on TV, online, socials, radio, podcast and website.
The free talking card upgrade is available in dealerships for Baleno now.
Visit the campaign website here: https://www.suzuki.com.au/balenotalkingcar
Client: Suzuki Australia
Michael Pachota: General Manager – Automotive
Daniel Mercuri: National Marketing Manager – Automotive
Ravishing Robert Rosengarten: Assistant Marketing Manager – 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
Designer: Kyle Lotherington
TV Producer: Marlese Sloan
Group Account Director: Daniel Loukidis
Account Manager: Natalie Ng
Production Company – FINCH
Director: Toby Pike
DOP: Dan Freene ACS
Managing Director/Executive Producer: Corey Esse
Producer: AnnaTara Clark-Sneddon
Post Production – ATTICUS
VFX and Online: Drew Downes
Colourist and Online: Alina Bermingham
Post Production – ARC EDIT
Offline Editor: James Ashbolt
Senior Producer: Freya Maddock
Post Production – Motion Graphics: Hugo Hors
Sound – Squeak E. Clean Studios
Sound Designers: Paul Le Couteur & Ryan Dickinson
Sound Producer: Alice Vanderwey
Original Music Composition: Charlie White
Executive Creative Producer: Karla Henwood
Beleno Dealer Demo Film: Kilogram
Director: Nick Reive
Digital Production: VI
Kieren Redpath: Director
Kyle Redpath: Managing Director
Media: Noisy Beast
Ben Lynch: Group Media Director
Ashleigh Budgen: Media Account Director
James Franklin: Campaign Manager
18 Comments
This campaign keeps getting better.
Need to follow Renault’s lead and introduce pill-dropping in their ads
https://campaignbrief.com/renault-australia-launches-the-all-new-kadjar-medium-suv-with-new-brand-campaign-via-big-red/
It’s clear why Deloitte won the Suzuki account – bloody nailing it. Love this.
Personally, I found this all totally confusing.
I’m not sure the ‘piss take’ approach comes across clearly enough. It needed the flip side to be shown in order to show what was real and what was not.
But thats just me
Never works. Ever.
I’m sorry, but this is pretty bad.
Great contribution there.
We who can’t see the humour or ideanor levity or enjoyment or even the the point of this would fkn love you to elaborate on your contribution to the professional critique of this piece.
Go on!
If you don’t like this for whatever reason, it’s entirely reasonable that you might be reasonably retarded.
This is piss funny, and piss easy to get. And for a car brand. One that I am now liking. Who would have Suzuki would be leading the way in the category.
I’m really liking this campaign. And it’s more ridiculous than this idea that it’s coming from a consultancy.
The earlier stuff was fun but even then they were sniffing around their own dates. Lots of heads up own arses here.
Good.
This is pointless, stupid and strange. And then I realised it’s fun. You got me Suzuki. Well played.
I actually lolled
Must be a new record for the number of Lawson voices in one spot?
Gotta give one superfluous gimmick point for that at least.
Kudos to Deloitte for selling in something distinctive and likeable, and making heaps of sweet ads off the reimagined brand persona. Like.
I think this was probably funnier when Matt Lawson presented it in the client meeting…
I’m glad this work is working for them. Confident clients get the results they deserve. This is funny and interesting, probably good POS, and I hope it works it’s arse off. I definitely hadn’t heard or thought about the Baleno before this. Kudos to Suzuki.