The campaign, from its creative agency of record, Deloitte Digital, is a 60-second TVC that involves a couple who are drawn to an offer from “Adventure”.
Media publication Mumbrella said “while the couple initially declined to allure of Adventure’s offer, they inevitably cave in, taking off on a journey through challenging terrain, with the spot position the new Suzuki S-Cross as the car to drive when ‘adventure calls’.”
Deloitte Digital APAC chief creative officer Matt Lawson told Mumbrella that it was “an advertising trope as old as the hills ‘when adventure calls’.”
“But with the new S-Cross and its Allgrip technology we felt it was time for Suzuki to swerve straight into it and have some fun,” he said.
The “For Fun’s Sake” platform was launched after Deloitte’s appointment in early 2019, with the latest instalment to roll out in a fully-integrated campaign across broadcast TV, social media channels, digital display, point of sale and the Suzuki website.
Suzuki Australia marketing manager Robert Rosengarten said: “As our new flagship vehicle, the all-new S-Cross called for a campaign that was a little more premium yet retained our Suzuki ‘For Fun’s Sake’ soul…‘When adventure calls’ is the answer.
“With its Allgrip technology S-Cross offers versatility, style and function in a small SUV package both in an urban setting or off the beaten track. It’s the Suzuki that is up for any adventure.”
Suzuki in November last year first released its “For Fun’s Sake” brand campaign with a focus on the search for “Australia’s most successful people”.
The car-maker said that the word “successful” was coming under a new definition, “success is graded on a curve, that’s on your face”, leveraging its brand platform, the fun in driving a Suzuki.
At the time of the first campaign, Suzuki Australia general manager Michael Pachota said: “In a market that often frames and measures success by social status, job titles or how many houses you own, we thought it was important to let Australians know what we think success looks like, which turns out to be people dancing in matching outfits.”
Suzuki also launched a “car giveaway hashtag challenge” via TikTok Australia, asking Australians to share their own success stories to win a new Suzuki Jimmy, and the title of “Most Successful Person in Australia”.
Other campaigns under the “For Fun’s Sake” platform include one comparing the cars to motorcycles, and a more recent campaign calling non-Suzuki drivers “foolish”.
Deloitte’s Matt Lawson said: “There are many top-tier car brands that market only to the very successful.
“We thought we’d join them, but first, change what success means. Indeed, Suzukis are designed only for the most successful people in Australia.”
By Neil Dowling
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