Suzuki Swift is showing off its full model line-up in a new brand campaign launching Monday (28 July) developed by The Red Brick Road.
Born out of people’s reactions from research that Suzuki cars are more appealing and desirable than people expect, the campaign message is simple – ‘You really must see one’.
Running nationally across TV, sponsorship idents, outdoor, press, digital, social, experiential, dealer marketing, brochures, POS and CRM, the fully integrated campaign seeks to not only build brand awareness but also reposition the Swift model in the B segment market.
“Our ambition is to get people to realise the Suzuki of today makes great, desirable cars. The Swift is one of our core models and this campaign puts our best foot forward heroing the Swift Sport with its stylish good looks and performance,” explained Dale Wyatt, sales and marketing director at Suzuki.
The 40 second TV ad ‘Meant to be’ directed by Traktor, follows a man who keeps missing Swifts in increasingly hard-to-miss scenarios. Fate eventually intervenes and he comes face-to-face with the car succumbing to its charms.
Matt Davis, The Red Brick Road creative director, added: “We wanted to create a truly compelling narrative that was the polar opposite to other conventional car TV ads. The car is the star throughout in a surprising way and with a recognisable upbeat music track to lift the ad; we hope it will have great standout.”
The campaign will run for the remainder of 2014 with media planned and bought by the7stars.