Title | SUZUKI ROOMS |
Brand | SUZUKI AUSTRALIA |
Product / Service | SUZUKI VEHICLES |
Category | A03. Durable Consumer Goods including Automotive |
Entrant | SUZUKI Melbourne, AUSTRALIA |
Idea Creation | DELOITTE DIGITAL Melbourne, AUSTRALIA |
Production | DELOITTE DIGITAL Melbourne, AUSTRALIA |
Post Production | RISK SOUND Melbourne, AUSTRALIA |
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 |
Britton Upchurch | Deloitte Digital | Copywriter |
Jake Doherty | Deloitte Digital | Motion Graphics |
Kyle Lotherington | Deloitte Digital | Designer |
Marlese Sloan | Deloitte Digital | Producer |
Daniel Loukidis | Deloitte Digital | Group Account Director |
Natalie Ng | Deloitte Digital | Account Manager |
Dee Gjedsted | Risk Sound | Sound Engineer |
kate Gibson | Risk Sound | Producer |
Brodie Mattner | Risk Sound | Producer |
The Suzuki Rooms campaign is essentially dozens of direct tactics driving prospective car buyers to experiences that help them see Suzuki cars a little differently. Direct digital, eDM, website and social all drove people directly into dealerships or to our test-drive booking page.
The onset of the COVID pandemic and subsequent lockdown saw a significant drop in Suzuki sales and foot traffic in Australia. Our brief was to create a response that would capture the public attention at a key moment in time, whilst delivering a campaign that laddered up to the brand's For Fun's Sake platform.
When people aren't really allowed to leave the house, it's hard to sell cars. So we didn't – we sold extra rooms.
The Suzuki Rooms campaign repositioned the benefits of cars at a time when Australians weren’t driving much at all, and forced to stay at home, often in crowded or cramped environments. And at a time when brands were being criticised for their same-same covid advertising campaigns, this tongue-in-cheek approach put our cars back in the minds of Australia's buying public and gave everyone a smile when they really needed it most.
Launching with a TVC product announcement by ‘Suzuki Architecture’, Suzuki Rooms was able to highlight all the features of Suzuki cars by demonstrating how these much-needed “extra rooms” boasted an impressive number of built in features, from self-cleaning windows, 360-degree-views, air conditioning for your feet and wardrobes for your glove collection.
This campaign hit a remarkable nerve – a funny one apparently. While the Australian auto market declined over 30% during the Covid-19 period, sales during Suzuki Rooms actually grew 3% year on year. The campaign also received over 1,000,000 organic views. And we proved that there is always time for a little light… northern light, southern light, western or eastern light. Depending on how you park it.