Suzukis are now cheaper than groceries… in its first campaign with ATime&Place
Vehicle manufacturer, Suzuki, has released a campaign that draws a financial comparison between everyday products and its cars, via independent agency, ATime&Place.
The platform officially introduces audiences to the Suzuki Index, which compares Suzuki’s cars to other items per kilo.
It’s 60-second film – developed to mimic real-world finance report segments on the news – places spinach alongside the Suzuki Vitara, revealing that the vehicle costs $24.90 per kilo; less than the aforementioned leafy vegetable. The film also shows that the Vitara is cheaper than prawns, organic mushrooms and raspberries per kilo. The cheaper prices are attributed to Suzuki’s Plate Clearance.
“The Suzuki Index allows us to be topical and tactical. When we see a spike in a particular everyday item, we can respond accordingly, with a direct comparison to a Suzuki and its features,” explained ATime&Place’s chief creative officer, Matt Lawson.
“Which is unfair, as most everyday items can’t hold a family of five in a well-appointed interior. Especially raspberries. Those things have absolutely no structural integrity.”
“We love that once this campaign has been experienced, it turns every grocery shop, (and every time you throw out wilted spinach) into a moment to contemplate the great value of a Suzuki during our Plate Clearance,” added Suzuki Automotive general manager, Michael Pachota.
“And appearing as financial news allows us to create responsive ads that slip right into the current high-intensity news cycle.
“We’ve even had Meta pull some of the ads as they thought they were fake news. We’ve solved that problem now. We’ve explained that these are real fake news.”
The Index is being rolled out via point of sale, public relations, outdoor, TV, print, online and radio channels.
Campaign Credits
Client: Suzuki Australia
General Manager, Automotive: Michael Pachota
National Marketing Manager, Automotive: Robert Rosengarten
Assistant Marketing Manager, Automotive: Daniel Sammut
Marketing Coordinator, Automotive: Tom Lyden
Creative Agency: ATime&Place
Chief Creative Officer: Matt Lawson
Executive Creative Director: Charles Baylis
Senior Designer: Caitlin Moloney
Designer: Emmanuel Damianos
CEO: Adrian Mills
Group Account Director: Daniel Loukidis
Account Manager: Jaya Abela
Production: ATime&Place
Director: Matt Lawson
Head of Broadcast: Marlese Byfield
Head of Realisation: Rob Weir
DOP: Nick Rieve, Kilogram
Casting: Chameleon
Colourist: CJ Dobson, Moodlab
Sound Studio: Squeak E Clean
Sound Executive Producer: Ceri Davies
Sound Engineer: Dee Gjedsted
Media: Noisy Beast
Group Media Director: Ben Lynch
Head of Media: Valerie Murphy
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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