Introducing the New Suzuki Swift

new 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:

dealerfilms 

And made sure the website reflected this new approach by showing authentic videos of both dealers and drivers:

Swift site 17-06

.

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.

suzuki Cynthia

marijn swift

Jim Aasgier

 

Afrojack 1

afrojack 2

afrojack 3

 

.

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:

narrowcasting

narrowcasting

testdrive sticker

personalized testdrive cars

leaflet1

dealerkit

dealerkit

print ad

personalized, localized ads emphasizing online presence

window stickers

windowstickers

spectacular

spectaculars

leaflet 2

The super simple dealerkit outlining our strategy

 

.

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.