Suzuki Auto South Africa needed to successfully introduce the Vitara Brezza, a compact SUV, into a highly competitive market and vehicle segment. The vehicle was launched to the market via Suzuki’s Facebook and YouTube channels and was promoted on social media in the weeks leading up to the launch. As part of the promotions, teaser content was released giving consumers a sneak peek into what they can expect on launch day and one of these teaser videos invited consumers to tune in on launch day to find out how they could win a Suzuki Vitara Brezza for a year.

Vehicle launches are traditionally in- person events with motoring journalists and influencers in which consumers never took part, however, with the impact of COVID-19, brands had to change and adapt to the circumstances. Having an online vehicle launch allowed the brand to connect with its customers and the general consumer, but this also meant that the brand had to ensure that it capitalised on the awareness created and encouraged as much engagement from consumers as possible.

During the online launch on social and digital platforms, as promised in the teasers,  Suzuki Auto South Africa revealed the details around the competition; a year-long test drive in the new Suzuki Vitara Brezza. The consumers were directed to a landing page built for the competition. The link was promoted across the brand’s website, social platforms, via email and Google search & display advertising.

By adding an online competition to the launch of the all-new Vitara Brezza, consumers were incentivised to participate in and watch the online launch as well as engage with the brand further in the online space, all while being educated about the all-new Vitara Brezza.

One of the primary goals of the Vitara Brezza Win A Test Drive For A Year Competition was to educate people about the car and drive awareness for the brand.

We ended the competition with 2 274 entries.

The handover of the prize also gave the brand the opportunity to generate content and further amplify the marketing message of the model “It Just Gets Brezza!”.

Our announcement email for the winner of the competition resulted in 32 test drives being booked for the car - impressive considering this meant that people who had not won the competition still considered purchasing the car. This shows that we achieved the goal of stimulating interest and brand awareness around this relatively unknown Suzuki model.

Campaign Stats:

74 105 Page views and continuing to deliver page views beyond the competition which means the information we offered people was valuable even after the offer of the prize was removed.

3,07% conversion rate of views of the landing page to entries into the competition. The benchmark for conversion rate is 0,97%

1 869 Blog views on competition related blog posts

10,75% CTR on emails related to the competition. The benchmark for email CTR is 3 - 7%.

2 274 competition entries

62 cars sold from this campaign despite the goal being brand and product awareness

Total Video views: 287 976 - 1 126 video views on the landing page
- 205 views on YouTube organically
- 286 645 views of the teaser video on social media

35 681 views on the launch video across Facebook and YouTube. 440 of these views were live.

3 315 729 impressions, 8 350 clicks from Google and Facebook advertising.

15 028% ROI from this competition based on the cost of this competition and vehicles sold from this competition.

Supporting Links:

Landing Page: 
Suzuki Vitara Brezza | Win a Suzuki Vitara Brezza for a year (suzukiauto.co.za)

Vitara Brezza Competition Teaser Clip:
https://youtu.be/VwL4eUYWksI

Competition announcement:
https://youtu.be/gQj4gtaUFes Press Release; Watch out Toyota,
Vitara just got 'Brezza' | Witness - News24https://www.news24.com › witness › lifestyle › travel 

Winner announcement:
https://www.facebook.com/SuzukiAut oSA/photos/a.165345726828851/447784 6425578738/?type=3