AMBITION
Giving Suzuki drive
In 2019, Suzuki found its brand at odds with the cars it was producing. Buyers saw the brand as uncool, and for older people - a hangover from 1990s stereotypes.
Suzuki knew its whole image needed an overhaul. It also knew that, with the right partner, it had the potential to seriously shift gear.
ACTION
Taking fun for a spin
At the time, the Australian automotive market was taking itself pretty seriously. Cars were functional, with guilt-ridden drivers who’d forgotten the joy of hurling a tonne of steel at the open road.
Deloitte Digital identified an untouched space where no other car brand was playing – fun. As well as being a very good strategy, it tapped into the great Aussie tradition of getting a bit loose with your mates.
We overhauled the Suzuki brand, with a new look and feel that introduced bold colours and a custom font to give life to Suzuki’s inner child. We changed the way Suzuki talked, behaved and sold by owning the meaningful role the brand plays in the lives of Australians – making driving fun again.
“For Fun’s Sake” has growing into a category stand-out campaign by reminding drivers that driving is actually awesome, and the most fun cars are Suzukis.
ACHIEVEMENT
Powered by fun (and also petrol)
Australians loved Suzuki’s shift to fun-loving freedom. The manufacturer found itself at the top of buyers’ shopping lists, transformed into an aspirational brand people wanted to be associated with.
Suddenly, the way Suzuki saw itself was the way drivers saw it, too. The new brand stood out so much it landed a coveted Millionaire Hotseat spot with the question, “Which of these automobile brands has the slogan ‘For Fun’s Sake’?”.
With each of the 6 contestants answering correctly, Eddie McGuire, and the Suzuki brand itself, unequivocally proved that Suzukis are the funnest vehicles on the road.
