Red Brick Road and Suzuki Launch ‘Have to Have it’
The Red Brick Road has launched their first campaign for Suzuki since being awarded the business following the pitch in February.
Encompassing all Suzuki brands (Swift, Swift Sport, Alto, Splash, Grand Vitara, SX4, Kizashi and Jimny); the campaign signals the repositioning of the UK business and is Suzuki’s biggest investment in comms to date across all channels.
The idea at the heart of the campaign is 'Have to Have It’, born of the research that over half the people who test drive a Suzuki, buy a Suzuki. View here: http://youtu.be/wgDBzu8DyQo
The first fully integrated campaign features TV, press & outdoor, banners, brochures, CRM, website, social media, POS, dealer marketing & aftercare, and will run nationally throughout 2012. All media was planned and bought by the7stars.
Directed by Andy McLeod, the humorous ads, communicate the absolute need to keep the car once you’ve driven it, by taking us on the never ending test drive.
Breaking on Monday 2nd July, the 60” TV execution, shows the dealer on a test drive, as time passes and the customer has still not returned the car, we see the dealer become caught up in the family’s everyday life and witness him going on holiday with them and even being present at their baby’s christening. The ad ends with the dealer at a family meal finally plucking up the courage to say ‘I really think I should be going now’, before cutting to the end line ‘Once you try it, you have to have it.’
The silhouette of a hand forms the basis of a new logo lock-in for all print and digital communication, which dramatizes our creative idea that you’d be powerless to resist. The hand grabs our product name, or headlines in adverts, to show the desirability of our products. The accompanying hypnotic patterns draw in the consumer, and are designed to mesmerise and focus them on our cars.
The campaign breaks on Monday 2nd July with a 60" TV execution followed by cutdowns and idents sponsoring ITV Movies.
Sales and Marketing Director, Dale Wyatt said: “The new campaign and identity that The Red Brick Road has developed will create a step-change for Suzuki's business, we are very pleased to have them on board within the Suzuki family and look forward to growing our brands public awareness even further”
David Miller, Managing Director, The Red Brick Road said: 'We're incredibly excited about recharging Suzuki's business. We've uncovered a compelling insight and have developed a powerful new brand campaign to communicate this across all media channels.'
