Suzuki Australia isn’t afraid of the competition. In fact, it is daring drivers to compare. In the campaign by Deloitte Digital, Suzuki is allowing customers to test-drive its cars to other test drives, at other dealers.

The campaign sits on Deloitte Digital’s For Fun’s Sake platform, led by a TVC showing a Suzuki dealer assisting potential car-buyers to competitors’ dealerships.

Rob Rosengarten, assistant marketing manager – automotive, explained, “Our research has shown that 7 out of 10 people who test drive a Suzuki actually buy one, so whilst it might seem like a bit of a gamble, it’s actually one of our lowest-risk campaigns so far.

“We actually launched the campaign a couple of weeks ago to test drive the idea. Since then online requests for test-drives have increased 84% over the same period last year so we’re understandably happy.”

Matt Lawson, chief creative officer, Deloitte Digital, added, “And yes, the Suzukis may have a price and line on them so they act like moving billboards as they’re driven into competitors’ dealerships by the general public, like Trojan horse cars. But we feel it’s the least these potential buyers can do for Suzuki after such a generous offer to let them test drive to other test drives.”

The TVC is running in NSW, ACT, WA, SA, NT and TAS and is supported by a digital display, OOH and social.

Credits: 

Creative Consultancy: Deloitte Digital
Creative Brand & Advertising Partner: Adrian Mills
Chief Creative Officer & Partner: Matt Lawson
Executive Creative Director: Charles Baylis
Creative Director: Gustavo Vampre
Designer: Kyle Lotherington
TV Producer: Marlese Sloan
Group Account Director: Daniel Loukidis
Account Manager: Natalie Ng

Production Company: Eric Tom & Bruce
Editor: Jake Doherty @ Deloitte Digital
Online: Alex Evans

Sound Studio: RISK
Sound Engineer: Dee Gjedsted
Sound Producers: Kate Gibson & Sally McMunus

Client: Suzuki Australia
General Manager – Automotive: Michael Pachota
Assistant Marketing Manager – Automotive: Robert Rosengarten
Digital Marketing Coordinator – Automotive: Daniel Sammut