All New Media CampaignJun 28, 2012
Moving the brand’s UK advertising in a totally new direction from next Monday, Suzuki GB PLC is pleased to announce ‘HAVE TO have it’; an innovative, heavyweight advertising campaign for the eight model line up in the UK.
‘HAVE TO have it’ is the brain child of Suzuki GB’s newly appointed advertising agency The Red Brick Road and was largely developed from the fact that during new car buying research more than half the people who test drive any new Suzuki, buy a Suzuki. Taking Swift as an example, over 56 per cent of prospective buyers who test drove one made a swift decision to buy. Alto results were even stronger at 63 per cent purchasing after test drive.
Encompassing all Suzuki models (Swift, Swift Sport, Alto, Splash, Grand Vitara, SX4, Kizashi and Jimny); the campaign signals the repositioning of the UK business and is Suzuki’s biggest investment in communications to date across all media channels. The first fully integrated campaign features an all-new TV advert, press & outdoor advertisements and online banners, along with refreshed brochures, Customer Relationship Marketing, website, social media, Point of Sale, Dealer marketing & aftercare and will run nationally throughout 2012.
Breaking on Monday 2nd July and filmed in Hertfordshire from a specially constructed mock dealership, the light hearted TV advert communicates the absolute need to keep the car once you’ve driven it by taking the viewer on a never ending test drive. The 60” TV advert shows the dealer demonstrating the car and as time passes the customer has still not returned it, we see the dealer become caught up in the family’s everyday life, witness him going on holiday with them and even being present at their baby’s christening. The advert ends with the dealer at a family meal finally plucking up the courage to say ‘I really think I should be going now’, before cutting to the endline ‘Once you try it, you have to have it.’
The silhouette of a hand in the adverts forms the basis of a totally new logo for all Suzuki’s print and digital communication and dramatises the creative idea that you’d be powerless to resist. The hand grabs the product name, or headlines in adverts, to show the desirability of the Suzuki range.
Sales and Marketing Director of Suzuki, Dale Wyatt said: “The new campaign and identity that The Red Brick Road has developed will create a step-change for Suzuki's business, we are really pleased to welcome the agency into the Suzuki family and look forward to developing public awareness of our brand even further.
“For our TV campaign, rather than relying on generic stock adverts used on Pan European levels, we made the decision to produce a totally new and locally filmed advert to really drive the message to our customers of the new Suzuki brand direction in the UK.”
David Miller, Managing Director, The Red Brick Road said: “We're incredibly excited about recharging Suzuki's business. We've uncovered a compelling insight and have developed a powerful new brand campaign to communicate this across all media channels.”