Celebrating Suzuki’s heritage of breaking conventions
Suzuki cars are a little bit different to other cars on the market, and we like that. Having been Suzuki’s lead creative and strategic agency for the past 5 and a half years, we’ve developed a deep understanding of Suzuki’s core values.
From the iconic Jimny of the 80’s and the convertible Grand Vitara of the 90’s to the Ignis of today, Suzuki has always been a bit out there.
We wanted to develop a new brand platform for Suzuki cars in the UK that would champion the brand’s unconventional heritage and personality.
To exemplify Suzuki’s bold, playful and unexpected personality we created Good Different. The fun tongue-in-cheek 30’’ film blows up the various proof points of what it means to own a Suzuki car, before landing the simple straight-talking truth: Suzuki aims to give drivers everything they need as standard.
We wanted to make the Suzuki cars themselves the stars of the story. The wacky film included scenes of grandmas knitting cardigans for cars, and Suzuki technicians whispering jokes to car parts to illustrate the warm, fun feeling you get from driving a Suzuki.
We created 3D digital models of the sets which were then physically constructed. The opening ‘S’ flap was created with the electronics of a toy truck and we used a real hand knitted cardigan for the Suzuki Vitara.
The campaign launched with a 30” film across TV and VOD, and was supported by a 60” TV and Cinema film.
- of last New Car quarterly sales targets
- Over 9000 leads in first month of Good Different being live
- of last Fleet quarterly sales target
- Back orders received for next quarter awaiting stock
Suzuki UK launched its new brand campaign, Good DIfferent to celebrate the customer perception that the brand and its cars are *a little bit * different from everything else on the market. The campaign champions Suzuki’s unconventional heritage and personality.