Title | TEST DRIVE TO A TEST DRIVE |
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 | ERIC TOM & BRUCE Melbourne, AUSTRALIA |
Post Production | DELOITTE DIGITAL Melbourne, AUSTRALIA |
Post Production 2 | 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 |
Gustavo Vampre | Deloitte Digital | Creative Director |
Aaron Bethune | Deloitte Digital | Copywriter |
Kyle Lotherington | Deloitte Digital | Designer |
Marlese Sloan | Deloitte Digital | Producer |
Daniel Loukidis | Deloitte Digital | Group Account Director |
Natalie Ng | Deloitte Digital | Account Manager |
Jake Doherty | Deloitte Digital | Motion Graphics |
Alex Evans | Alex Evans | Online Editor |
Dee Gjedsted | Risk Sound | Sound Engineer |
kate Gibson | Risk Sound | Producer |
Sally McManus | Risk Sound | Producer |
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.
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.
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.
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.
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.
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.