Suzuki: Gas station

Brief:
In a time with all time high prices on fuel and an emerging financial crisis, Suzuki wanted to put focus on the very fuel efficient part of their portfolio. The communication objective was to get people to understand how much money they could save on fuel if they replaced their old car with a more fuel-efficient Suzuki, thereby putting the Suzuki brand at the consumer’s top of mind. Ultimately, the goal was to clearly position Suzuki as the major brand in the segment for smaller, more cost-efficient cars and also increase sales of 3 particular models.

Implementation:
To demonstrate how cheap it is to drive one of these 3 Suzuki models, overnight, we transformed a regular fuel station in a congested area into a branded Suzuki gas station, where we sold the fuel at a 30 percent reduced price, which is how much longer these Suzuki models drive per litre compared to the average car in Denmark.

Results:
During that one day of the event, more than 2.000 paying customers bought 14,925 litres of fuel and they experienced personally how much money they could save driving a fuel-efficient Suzuki. The event gained broad media coverage online, from the tv-stations, on radio and in national newspapers. One month later, sales for the 3 models had increased by 12,5%. This especially imopressive, given that the overall car market in Denmark at the time was in decline. Market share for Suzuki increased with 27% from August to the end of September 2008.

Why the method of promotion was most relevant to the product:
This promotion event was extremely relevant for Suzuki because it made Suzuki’s proposition for these 3 models very tangible to the consumers. Instead of being just another claim from a car brand, we made it very real and gave the consumers a chance to experience personally how their expenses on fuel would feel if they were driving a Suzuki.

Advertising Agency: Robert/Boisen & Like-minded, Copenhagen, Denmark
Creative Director/Art Director: Michael Robert
Copywriter: Morten Kjær
Producer: Christina Errtizøe
Senior Account Manager: Mette Ingemann Dahl

4 comments

ivan's picture
ivan

This is a really good idea in my opinion. Very expensive but very convincing too.

Ivan Raszl, admin of AotW

Wordnerd's picture
Wordnerd
6660 pencils

yeah smart. don't think that's too expensive compared to let's say a print campaign or even tv. since it's just for une day and generates a lot of PR before it's actually done i think it's rather cheap.

i'm impressed they got a permission for this. i guess mineral oil industry is pretty pissed off by such an idea. way to go, guys!

sirvan's picture
sirvan
29870 pencils

I like this as well. It really puts the benefit right out there, front and center. Unlike way too many of these other "ambient" winners, this would NOT work for another, competing product. It's not a "put brand name here" promotion. Bravo.

+++

"I love some things, and don't love some other things."

velle's picture
velle
1550 pencils

GOLD

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