Suzuki Swift: Creative & Cost-effective launch 2011
2011-08-11
Challenge
Launch Suzuki Swift with a very limited budget. The aim was to communicate product benefits, get people to spend time with the brand and to book test drives. We didn’t have the opportunity to do big campaign in mass media like Tv or news papers. For this reason the biggest challenge was to be creative rather than fight the SOV with competitors!
Strategy
We wanted to allocate the budget to Nelonen media and radio promotion in particular. In addition we used Nelonen web page, web Tv (Ruutu.fi) and some other carefully selected sites and prints. The reason for this was to use cost-effectively one big media house to drive people to a chosen destination, in this case a campaign site. It also enabled us to be visible for a longer period of time.
Idea
A famous radio/Tv person test drove Swift and Nelonen made short programs called “Jone’s garage” to Ruutu.fi and clips from the programs to Radio Rock and Radio Aalto channels. In the programs Jone told about the product benefits and his own comments about the features with his own characteristic way. All radio, online, web TV and print presence drove traffic to the campaign site where people were able to watch the programs and book test drives.
ROI (results)
The videos were very popular. All material was produced with high quality and it supported the image of Suzuki Swift being a quality car. Suzuki got more test drives and people were talking about the programs actively!
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