Suzuki encourages test drives to other dealerships in cheeky campaign from Deloitte Digital
Suzuki Australia is encouraging customers to take a test drive to other car brands’ dealerships because it is so confident in its own cars.
Carrying on the ‘For Fun’s Sake’ brand platform, the campaign is based on the brand’s insight that seven out of 10 people who test drive a Suzuki buy one.
Rob Rosengarten, assistant marketing manager of Automotive, noted: “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.”
The ad cheekily concludes: ‘Suzuki is the best, chuck out the rest’. Deloitte Digital’s chief creative officer, Matt Lawson, compared the campaign to the Trojan horse.
“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,” he said.
“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 TVC is supported by digital display, OOH and social media. It has gone live in New South Wales, the ACT, Western Australia, South Australia, Northern Territory and Tasmania.
In May, the auto brand encouraged Suzuki owners to view their cars as another room, rather than a car, during lockdown as part of the ‘For Fun’s Sake’ platform. And a month later, it said its cars were “the best cars in the universe” in another campaign.
Credits:
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
Designer: 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
