SET UP - THE GAME

TitleSET UP - THE GAME
BrandSUZUKI
Product / ServiceSUZUKI CARFIGURATOR
CategoryC02. Challenger Brand
EntrantSUZUKI Melbourne, AUSTRALIA
Idea Creation DELOITTE DIGITAL Melbourne, AUSTRALIA
Production DELOITTE DIGITAL Sydney, AUSTRALIA
Post Production DELOITTE DIGITAL Melbourne, AUSTRALIA

Credits

Name Company Position
Adrian Mills Deloitte Digital Creative, Brand & Advertising Partner
Matt Lawson Deloitte Digital Chief Creative Officer & Partner
Charles Baylis Deloitte Digital Executive Creative Director
Peter Bauld Deloitte Digital Director
Rob Weir Deloitte Digital Head of Motion and Production
Paul Stapelberg Deloitte Digital Project Manager
James Redman Deloitte Digital Technical Lead
Thomas Rowe Deloitte Digital Front end developer
Giselle Leung Deloitte Digital Front End Developer
James Guerrero Deloitte Digital Motion Graphics and Production
Daniel Loukidis Deloitte Digital Group Account Director
Natalie Ng Deloitte Digital Account Manager
Kyle Lotherington Deloitte Digital Designer
Michael Pachota Suzuki Australia General Manager
Daniel Mercuri Suzuki Australia National Marketing Manager
Robert Rosengarten Suzuki Australia Assistant Marketing Manager

Background

Suzuki used to have a car customisation section on their website that was just like any other car brand: simple and functional. But with accessory sales down, we were challenged to increase consideration of Suzuki's optional add-ons in a way that reflects the brand's ‘For Fun's Sake’ positioning.

Describe the creative idea (30% of vote)

SETUP: The Game, a browser-based video game lets you be the ultimate Suzuki designer. Pick the model, customise it with hundreds of options and add-ons, and create your dream Suzuki that can buy into reality.

Describe the strategy (20% of vote)

Driving digital engagement is critical in the fight for car buyer attention, because these days, most people talk to the dealer after they've decided which car they want to buy. The problem for dealers becomes the opportunity to up-sell accessories to customers who may not have access to, or care much about option ad-ons that are important to margin creation in the eventual car purchase. So, with the need to drive accessory purchase and overall car sale volume in mind, we set out to make an experience that was a fun brand experience first, that just happened to drive car and accessory sales.

Describe the execution (20% of vote)

SETUP: The Game, a browser-based video game lets you be the ultimate Suzuki designer. Pick the model, customise it with hundreds of options and add-ons, and create your dream Suzuki. Players rack up points as they make decisions, collect achievement badges and share their custom Suzuki’s with their friends. The whole time, players are considering Suzuki accessories. And every customised Suzuki is available for purchase from a nearby dealer. Launching during the 2020 pandemic, Suzuki’s Carfigurator gave Aussies locked inside an opportunity to still play with, experiment with and have a whole lot of fun with Suzuki’s cars.

List the results (30% of vote)

Traffic between this website and car-purchases are clearly correlated and during the first four months of launch, it helped deliver higher or close to pre-covid year on year sales per week. Suzuki had the third slowest decline in Australia’s passenger vehicle market in 2020. A remarkable achievement considering the requirement to cut ATL spend. Overall, the accessory web page was traffic increase 81% increase and 25% of all users making it to the final summary page to book a meeting with a dealer.

Please tell us about how the work challenged / was different from the brands competitors

Suzuki has around 2% share of market in Australia. However, their challenger brand strategy in Australia is seeing them drive excellent volume growth with an irreverent spirit that comes through in all their work under the brand idea "For Fun's Sake". Our strategy is to try and own this mindset rather than fight for a segment. But to do this this, we have to continually challenge category convention. SETUP THE GAME is an experience that goes far beyond the traditional online car configuration tools of our competitors, and uses really smart, but really fun gamification strategy to deliver a compelling digital experience that people play for the fun of, in addition to driving purchase.

Links

Website URL