Why is this work relevant for Direct?

From test-drive to purchase Suzuki has an incredible conversion rate of 70%. So the key to volume growth for the brand in Australia is getting people into the test-drive booking process. This campaign pushed all our audience directly into our online booking system, that then saw test-drives drive directly into other dealerships.

Background

As Australia was coming out of covid lockdown, car sales were still sluggish across the category. So we had to stimulate test drives of Suzuki's and also capture a share of people coming out of lockdown and shopping around.

Describe the creative idea (30% of vote)

Why not Test Drive a Suzuki to your other Test Drives? We set out to encourage potential car buyers to test drive Suzuki’s to other test drives, at other dealers.

Describe the strategy (20% of vote)

From test-drive to purchase Suzuki has an incredible conversion rate of 70%, our challenge was therefore simple; to get more people test driving Suzuki’s… then the sales would take care of themselves.

Describe the execution (20% of vote)

This tongue-in-cheek campaign from the For Fun’s Sake platform, launched with a TVC and online content showing a Suzuki dealer assisting potential car-buyers to drive to competitors’ dealerships and then invited the public to book a test drive to their next test drive.

List the results (30% of vote)

The campaign increased test drive bookings by 86% once NSW, WA and SA were safe to drive in. And 90% (not 70%) of all people who took a test drive bought one.