The “Mindframe” campaign is the latest part of Suzuki Australia’s ongoing “For Fun’s Sake” brand platform and presents the notion that Suzuki drivers share a common mindset and look at the world a bit differently.
Suzuki Australia general manager Michael Pachota told GoAutoNews Premium that the campaign will help drivers – regardless of age, location, family situation and so on – find their perfect match in a Suzuki.
“You can definitely expect future campaigns to continue to capture our attitude toward driving and, at the end of the day, driving should be fun,” he said.
“Our dealers are loving the campaign and our overall marketing direction since we partnered with Deloitte Digital and launched our repositioned brand platform in early 2019.
“Our customers are also responding incredibly well to our campaigns and, as you could imagine, this makes the dealers even happier.”
In addition, Mr Pachota said that “we’re having so much fun creating them.”
“We’ve managed to replicate the fun factor of being a Suzuki owner and give you that same feeling through our advertising,” he said.
“We have great value, well appointed and fun cars. The foundation was set with the right products, all we had to do was show you what it’s like to be an owner through our ads… and if the shoe fits?”
The campaign by Deloitte Digital launches an online “drivers test” that looks for potential buyers who have the Suzuki frame of mind.
The campaign, which will appear on social media and radio, follows “For Fun’s Sake” ads such as one encouraging people to take a test drive to a rival dealership, and an earlier ad that asked owners to look at their Suzuki as another room in their house, rather than a car, during COVID lockdowns.
Deloitte Digital’s chief creative officer Matt Lawson said: “Sadly, there are a lot of Suzuki drivers out there who aren’t yet driving Suzukis.”
“So, we hope this speaks to them. We want them to know, that like them, the only thing we take seriously is a penchant for incredible quality, excellent value automobiles.
“For Fun’s Sake” started early last year as part of the brand’s market repositioning in Australia.”
By Neil Dowling