Confidence is Key as Suzuki Invites Car Buyers to Test Drive to Other Test Drives

Suzuki has released its bold and confident new initiative, reeling people in to enjoy the car brand whilst en route to consider other motor options. The latest tongue-in-cheek campaign from the For Fun’s Sake platform has launched with a new TVC showing a Suzuki dealer assisting potential car-buyers to competitors’ dealerships, before inviting the public to book a test drive to their next test drive.

Rob Rosengarten, assistant marketing manager, Automotive, explained: “Our research has shown that seven out of ten 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.”

Chief creative officer, Deloitte Digital, Matt Lawson, 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 integrated campaign is running in NSW, ACT, WA, SA, NT and TAS and is supported by a digital display, OOH and social.