The April rollout of the New Zealand Government’s Clean Car Rebate changed the new car industry overnight. With every car brand looking to compete with differing rebates, Suzuki needed to assert itself as the Fuel Economy Experts and cut through with its own retail offering.
Part of a two-campaign strategy, ‘Something to Sing About’ is the encore from the debut brand campaign, ‘A Little Goes a Long Way’ – both set to a soaring operatic soundtrack.
Built around the joy of getting a sweet deal, the campaign celebrates the sense of self-satisfaction that comes from getting into a new Suzuki.
“Suzuki’s mission is to give every New Zealander the chance to experience the joy of buying a new car, and this ad really captures that. GSL really nailed this one,” says Gary Collins, GM of Marketing at Suzuki.
“The Clean Car Programme rewards new car buyers for buying low emission, fuel efficient cars, and that’s what Suzuki is all about.”
“With so many other car brands advertising their offers in April,” says Tim Antric, Managing Director at GSL Promotus. “We needed an approach different from the stereotypical shiny car ad, and so our creative team doubled down on the comedy in ‘Something to Sing About.’”
“Buying a car is fun. Even more so when it’s a Suzuki,” says Matt Eastwood, Creative Director at GSL Promotus. “This opened the door for some really fresh thinking. These campaigns are the perfect duet to establish an unmistakeable tone of voice for Suzuki.”
The campaign is currently live on broadcast TV, radio, digital and social.
Credits
Agency: GSL Promotus
Managing Director: Tim Antric
Creative Director: Matt Eastwood
Copy: Cameron Frecklington
Account Director: Kris Miller
Head of Media: Katrina Richmond
Client: Suzuki New Zealand
GM of Marketing: Gary Collins
Marketing Manager: Fiona Bridgford
Producer: Lucy Kay
Director: Matt Eastwood
DoP: Matt Henley
Sound: Troy Kelly @ The Armoury
Colourist: Dave Gibson
Photographer: Kane Feaver
