Revitalizing Suzuki's Brand Image with IoT and Creative Advertising
Technology Category
- Sensors - Autonomous Driving Sensors
Applicable Industries
- Automotive
- Electronics
Applicable Functions
- Sales & Marketing
Use Cases
- Smart Parking
- Vehicle-to-Infrastructure
About The Customer
The customer in this case study is Suzuki, a well-known Japanese multinational corporation that manufactures automobiles, four-wheel drive vehicles, motorcycles, and outboard motors. Suzuki has a reputation for producing cars that are a bit different from the norm, with models like the iconic Jimny of the 80s and the convertible Grand Vitara of the 90s. In the UK market, Suzuki wanted to champion its unconventional heritage and personality, and make its cars the stars of the story. The company aimed to give drivers everything they need as standard, and wanted to communicate this effectively to potential customers.
The Challenge
Suzuki, a renowned car manufacturer, has always been known for its unconventional and unique approach to car design. However, in the highly competitive UK market, the company was struggling to effectively communicate its core values and unique selling propositions to potential customers. The challenge was to develop a new brand platform that would not only highlight Suzuki's unconventional heritage and personality but also make the cars themselves the stars of the story. The company wanted to create a campaign that would resonate with the audience and exemplify Suzuki's bold, playful, and unexpected personality.
The Solution
To address this challenge, Suzuki, in collaboration with its lead creative and strategic agency, developed a campaign called 'Good Different'. The campaign was designed to highlight the unique aspects of owning a Suzuki car. A 30-second film was created that humorously exaggerated the various benefits of owning a Suzuki car. The film included scenes of grandmas knitting cardigans for cars and Suzuki technicians whispering jokes to car parts, illustrating the warm, fun feeling one gets from driving a Suzuki. To ensure the highest level of detail and realism, 3D digital models of the sets were created and then physically constructed. The campaign was launched across TV and Video on Demand (VOD), and was further supported by a 60-second TV and Cinema film.
Operational Impact
Quantitative Benefit
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