Suzuki unveils new campaign via Deloitte Digital that doesn’t try to sell cars, but repurposes them
Deloitte Digital has unveiled the latest campaign as part of Suzuki’s ‘For Fun’s Sake’ brand platform. The brand isn’t trying to sell cars in the Suzuki Rooms campaign, but is instead encouraging existing Suzuki owners to think of their vehicles as extra ‘rooms’ to make the most of while cooped up in lockdown.
The brand said that the campaign “repositions the benefits of cars at a time when Australians are driving less and staying home, often in a crowded or cramped environment”.
Cars not only provide extra room, but also offer built-in features such as self-cleaning windows, 360-degree views, air conditioning for your feet, and wardrobes for your glove collection (i.e. the glovebox). And – the brand added – all without council approvals or construction costs.
“This campaign is a tongue-in-cheek way to show the fun of Suzuki, even when you aren’t driving one. The world needs some fun right now, and this is the kind of message that only Suzuki could deliver,” Daniel Mercuri, Suzuki’s national marketing manager – automobile, said.
The campaign will be promoted across online video and display, social media, and website.
“It’s difficult to sell cars in a time of COVID. So, we’re not going to sell cars – we’re going to sell extra rooms,” Suzuki’s general manager – automobile, Michael Pachota, added.
“And the truth is these are excellent rooms: air conditioning, entertainment systems, comfortable chairs, north facing… south facing… west facing… east facing. In fact, however, you park it, it can have any aspect you want.”
Deloitte Digital’s executive creative director, Charles Baylis, added: “Suzuki are the leaders, and creators, of the whole carchitecture category. And as leaders it’s great to see them driving carchitecure forward with a whole raft of brilliant carchitechnological innovations.”
Credits:
Client: Suzuki Australia
Michael Pachota: General Manager, Automotive
Daniel Mercuri: National Marketing Manager – Automotive
Handsome 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
Copywriter: Britton Upchurch
Motion Graphics: Jake Doherty
Designer: Kyle Lotherington
TV Producer: Marlese Sloan
Group Account Director: Daniel Loukidis
Account Manager: Natalie Ng
Sound Studio: Risk Sound
Sound Design: Dee Gjedsted
Producers: Brodie Mattner & Kate Gibson
Brittney Rigby was Mumbrella's deputy managing editor - news and analysis. She left Mumbrella in April 2021.
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Points for not mentioning the pandemic. This is well done, and far better than hearing about brands that are there for us or in it together.
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The sad thing about this is how many people are actually living in their cars right now.
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So many people have no option but to live out of their cars. So sad that this went through the approval process and no one thought to call it out. No one thought that it might be disrespectful and tone deaf. As an industry we have a responsibility to our community. Suzuki, please re-think. Understand the sales pressures and the need to stand out, but let’s do it respectfully and aware of the world we are a part of.
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