Suzuki
Clean Car Rebate
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The New Zealand Government launched a Rebate program for all new cars that meet the Clean Car criteria.
All of a sudden, every car from every brand had a new retail offer. Suzuki needed to stand out.
The strategy was a two-hander. The first was to reposition the brand ahead of the rebate as the Fuel Economy Experts, and a sister retail campaign once the rebate came into effect.
Kiwi’s have always been economical. The big idea was to shine a spotlight on all the little ways we make a dollar stretch. Set to a soaring opera, it set the stage for the sister retail campaign- where we sung the rebate from the rooftops.
A Little Goes a Long Way.
A simple brand position- claiming the title of the Fuel Economy Experts.
Brought to life with ‘fuel-economy dad’ living his best life. In his mind, his ingenious economical way of life is a symphony.
This was a huge tonal shift for the brand, claiming a much more fun and tongue-in-cheek energy.
A 45sec hero film with several 15s cutdowns.
Something to Sing About.
Once the new brand tone of voice was set, the accompanying retail campaign was the perfect encore. Reaching further and wider and louder.
