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.”


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


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