Introducing the New Suzuki Swift
Let’s make it personal.
We were asked to reposition the brand Suzuki in the Netherlands and launch the new Suzuki Swift and S-Cross models.
The insight: Swift drivers are big fans of their cars and dealers are crucial to them.
The idea: where other brands are closing their dealerships, we re-emphasize the importance of our dealers in our communication. We produced 99 short documentaries – not sales promos – about said dealers:
And made sure the website reflected this new approach by showing authentic videos of both dealers and drivers:
Content strategy: known and unknown drivers
We scourged social media for actual Swift drivers that spoke enthusiastically about their Swift. We made documentaries about these people, and used these documentaries in banners and prerolls.
Across the board
Secondly, we translated the approach to offline, to emphasize the social media presence of the brand. We made sure all spectaculars, narrowcasting, windowstickers, testdrive cars and radioscripts would fit with this personal, authentic, social media approach:
In doing so, we made sure Suzuki was seen as a brand for modest, honest, authentic people. And, by proxy, so was the Swift. Both our online and offline communication emphasized this novel, personalized approach.