Question: How do you sell cars when most of the market is in self isolation due to the coronavirus crisis?
Answer: You reposition the defintiion of a car from freedom of movement to extra living space.
The campiagn Suzuki Rooms pitches the space benefits of cars at a time when Australians are driving less and staying home.
In a product announcement by "Suzuki Architecture", Suzuki Rooms lists an impressive number of built in features, from self-cleaning windows, 360-degree-views, air conditioning for feet and wardrobes for your glove collection.
As part of the For Fun’s Sake brand platform, the campaign also states that these Suzuki Rooms require no council approvals or construction cost -- simply park them wherever you want a new room.
Charles Baylis, executive creative director, Deloitte Digital: “Suzuki are the leaders, and creators, of the whole carchitecture category. And as leaders it’s great to see them driving carchitecure forward with a whole raft of brilliant carchitechnological innovations.”
Daniel Mercuri, national marketing manager – automobile, Suzuki: "Our For Fun's Sake brand platform gives us the freedom to have a good time and invite drivers along for the ride. This campaign is a tongue-in-cheek way to show the fun of Suzuki, even when you aren’t driving one. The world needs some fun right now, and this is the kind of message that only Suzuki could deliver.”
Michael Pachota, general manager – automobile, Suzuki: “It’s difficult to sell cars in a time of COVID. So, we’re not going to sell cars – we’re going to sell extra rooms.
And the truth is these are excellent rooms: air conditioning, entertainment systems, comfortable chairs, north facing… south facing… west facing… east facing. In fact, however, you park it, it can have any aspect you want.”
The Suzuki Rooms campaign will be promoted across online video and display, social media and website.
Credits:
Client: Suzuki Australia
Michael Pachota: General Manager, Automotive
Daniel Mercuri: National Marketing Manager - Automotive
Handsome Robert Rosengarten: Assistant Marketing Manager - Automotive
Daniel Sammut: Digital Marketing Coordinator - Automotive
Creative Consultancy: Deloitte Digital
Creative Brand & Advertising Partner: Adrian Mills
Chief Creative Officer & Partner: Matt Lawson
Executive Creative Director: Charles Baylis
Copywriter: Britton Upchurch
Motion Graphics: Jake Doherty
Designer: Kyle Lotherington
TV Producer: Marlese Sloan
Group Account Director: Daniel Loukidis
Account Manager: Natalie Ng
Sound Studio: Risk Sound
Sound Design: Dee Gjedsted
Producers: Brodie Mattner & Kate Gibson
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