Mirror, Signal, Adventure…

The Brief

Suzuki came to us with a big challenge this year - help them launch a new model to a much younger audience that they had little to no existing relationship with.

Over the last 18 months we’ve successfully established a distinctive tone of voice for Suzuki rooted in the insight that, ‘you can’t tell people you’re fun, you have to make them laugh’

Whilst this had worked well for a families’ audience previously, we couldn’t do more of the same for our new target of young discerning 20-somethings…

What we did

We started by accepting the truth behind the model. The all new Suzuki Ignis is a rule breaker. It’s the size of a super mini, but has the shape and capabilities of an SUV, and has an attitude to match.

As a category maker, our strategy was to be a stereotype breaker.

Rather than defaulting to fashion and beauty partnerships as so many automotive brands did, we sought to appeal to an attitude over age.

We approached this by tapping into the right of passage that all young drivers go through in Britain by creating the ‘Ignis Adventure’ - a content lead campaign that highlights the fun you can have in a first-time car.

Working in partnership with E4, we helped Suzuki to release ‘All Star Driving School’, a 15-part peak-time adventure based driving show that featured 9 plucky celebs learning to drive, all filmed in a Suzuki Ignis. The lines of editorial and commercial were well and truly blurred as the Suzuki Ignis was woven into the very fabric of the show.

Supercuts and outtakes were created and released across Suzuki and E4’s social channels to extend the reach beyond linear broadcast.

The 9 celebrities used their own channels to spread the word further and those that passed their test have transitioned into brand ambassadors - each has been given a Suzuki Ignis for 6-months so they can continue their own #IgnisAdventure.

The Results

• All Star Driving School was trending on Twitter on launch night.

• In the month of transmission, Suzuki reported a growth rate of +9% versus market decline of 2% in September 2017

(Source: SMMT)

• All Star Driving School was hailed a TV success, consistently performing well above the slot average on E4 (+20%)

• The social content drove in excess of 3.1m engagements and the content consistently beat view rate benchmarks across all social platforms.

Case Studies

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All Star Driving School with Suzuki Ignis

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