Suzuki looks back on ‘iconic’ 2019 moments in plate-clearance campaign
Suzuki has marked its plate clearance sale by looking back on some of the iconic moments of 2019 – from the birth of the Duke and Duchess of Sussex’s son, Archie, to the first official image taken of a black hole – and the personal achievements that Australians may have experienced.
Instead of labelling the 2019 plated stock as outdated or cheap, the campaign positions the Suzuki stock as ‘commemorative’, so that the purchase of a new car will be seen as purchasing a piece of the memorable year.
The campaign, by Deloitte Digital, follows Suzuki’s long-term brand platform, ‘For Fun’s Sake’.
Daniel Mercuri, Suzuki national marketing manager for automotive, said the campaign would cut through the clutter of the end-of-year period.
“Across the auto category, there’s no more cluttered period than the end or start of the new year. In order to stand-out in a market where our competitors’ share of voice is often four to one, we’ve created something that cuts-through but more importantly, engages our audience. Working closely with Deloitte Digital, we’ve built a plate clearance campaign that not only ladders back up to our For Fun’s Sake brand platform, but also connects with buyers on a retail level,” Mercuri said.
Matt Lawson, Deloitte Digital chief creative officer, added: “Suzuki sees the world differently to other car brands. These 2019 Suzukis aren’t old stock, they’re a chance to drive a piece of 2019 forever – such is the quality of a Suzuki. To be honest, they should be charging more for them. But they’re not, as they do also see this a chance to get rid of old stock.”
Earlier this year, Suzuki’s campaign push that highlighted the joy of driving, as opposed to the boredom that awaits the world of driverless cars, was banned by industry watchdog, Ad Standards, for displaying scenes of dangerous driving. The ad was taken off air to be modified by Suzuki before launching again.
The new campaign will appear across OOH, online and radio. It will run throughout December and January.
Credits
Client: Suzuki Australia
Michael Pachota: General Manager, Automotive
Daniel Mercuri: National Marketing Manager – Automotive
Handsome Robert Rosengarten: Assistant Marketing Manager – Automotive
Creative Consultancy: Deloitte Digital
Chief Creative Officer & Partner: Matt Lawson
Creative Brand & Advertising Partner: Adrian Mills
Executive Creative Director: Charles Baylis
Creative Director: Gustavo Vampre
Copywriter: Britton Upchurch
Art Director: Kyle Lotherington
Head of Integrated Production: Marlese Sloan
Group Account Director: Daniel Loukidis
Account Manager: Natalie Ng
Prod Companies: Assembly & Sedona
Director: Jonny Kofoed
Animator: Matt Wilson
FX: Elliot Stronge
Animator: Ben Buchanan
Comp Assist: Leo Zarpelon
EP: Kim Wildenburg
Producer: Helen Naulls
Sound Studio: Risk Sound
Sound Design: Dee Gjedsted
Producers: Brodie Mattner & Kate Gibson
I remember thinking how boring and irrelevant this was.
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A bit like your comment Eugene?
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