Why Suzuki partnered with ITV for 'Ant & Dec's Saturday Night Takeaway'

Whether or not TV is on TV or on the web doesn't make a difference when you have a massively popular show. ITV's "Ant & Dec's Saturday Night Takeaway" is one of these shows. The variety show's massive popularity is why auto maker Suzuki decided to invest in a two-year partnership.

Found Remote interviewed Alun Parry, the Head of Press and PR for the Automobile Division at Suzuki GB and Nick Maddison, the Head of Business Development and Client Services at the7stars the agency that helped them create the partnership that recently won Motor Trader’s Best Car Advertising Campaign of the Year Award.

Found Remote: Why did you work with ITV on this campaign?

Alun Parry: It gave Suzuki the opportunity to work with the best talent around, Ant and Dec. ITV also offered the best platform to Suzuki to help both parties get the best results.

FR: What were the benefits?

AP: Major uplift in awareness of the Suzuki brand in the UK.

FR: What were the digital and social elements?

AP: A huge digital package consisting of home page takeovers of ITV.com, an abundance of digital display and presence on the ITV hub as well as the opportunity to host competitions. Socially, ITV and Ant and Dec helped Suzuki throughout by Tweeting and Re-Tweeting competition details and messages for us to their millions of followers.

FR: What were the results?

AP: A 14 per cent increase in website activity, overall positive brand opinion has changed from 9 to 14 per cent. An increase in overall UK market share from 1.22 to 1.36 per cent. 70 per cent increase in enquiry rates via both the dealer network and customer website.

FR: How did you make this campaign a success?

Nick Maddison: This partnership hit the spot because everyone involved was focussed on the project being a success – all egos were banned and we all dreamt big.

FR: What do you think about the future of TV?

NM: Bold integrated campaigns that entertain and capture the audience’s imagination will continue to make TV advertising the hugely effective medium it is.

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