Building on last year's groundbreaking and highly successful brand campaign that linked Suzuki's rich motorcycle heritage to its automobiles, American Suzuki Motor Corp. launches a number of new television and print advertisements, highlighting the automaker's expanded lineup of dynamic vehicles, bringing greater clarity to the company's "Way of Life" brand philosophy and still illustrating the company's motorcycle DNA. In addition to the seven-passenger XL7 midsize crossover SUV, rugged Grand Vitara and bold and functional five-door SX4 Crossover, the new advertising campaign introduces the stylish and performance-oriented four-door SX4 Sport, scheduled to arrive in dealer showrooms this month.
"We set the stage last year by implementing a new communications strategy that reflected the brand's core strengths as a company that builds fun-to-operate vehicles, from Suzuki's widely recognized motorcycles to our exciting and versatile cars and SUVs," said Gene Brown, vice president of marketing and PR, Suzuki Automotive Operations. "As we move into the fourth quarter, we believe our spirited automotive lineup, anchored by the Grand Vitara, XL7 and SX4 Crossover, along with the addition of the all-new SX4 Sport, will continue to engage consumers and provide proof of Suzuki's commitment to producing vehicles designed for their everyday active lifestyles."
In addition to aligning with the brand's rich motorcycle heritage, Suzuki's 2008 advertising campaign further reinforces its dedication to the company's "Way of Life" brand mantra, which promises vehicles that are designed for life enthusiasts -- those who choose to live life to the fullest and not simply watch it go by.
Developed in conjunction with the company's advertising agency, Dentsu Next of Brea, Calif., Suzuki Auto introduces five new 30-second commercials, integrating the invigorating thrills of driving a Suzuki vehicle, and in some cases, riding a Suzuki motorcycle. The campaign also features a broadcast spot that communicates a consistent strength of the brand, its ownership of America's #1 Warranty. All broadcast advertising uses the themed mnemonic: "It's gonna be a great ride," accompanied by Suzuki Auto's well-known "Way of Life" tagline. To subtly re-emphasize the point that the same company often thought of as a great motorcycle company also offers great automobiles, all spots end with the Suzuki logo "closing" as if it were a car door.
"Suzuki is a challenger brand and decidedly more interesting than a traditional status quo commodity, which means we have to entertain, intrigue, stand up and be noticed, make consumers rethink their opinions, surprise them, and make them listen," said Carmen Dorr, creative director, Dentsu Next. "Creatively, that's both a challenge and a dream come true."
The television buy targets 25- to 54-year-old men and women and will appear on major networks skewing toward active-lifestyle programming, including Discovery Channel's "Man vs. Wild," FUEL TV's "The Daily Habit," ESPN's NASCAR and NCAA basketball coverage and regional NFL and college football games throughout the country. Additional cable support includes programming on A&E, FSN, National Geographic, NFL Network, Outdoor Channel, SPEED, TBS, TNT and VH1.
The broadcast spots are complemented by a series of print ads to further support Suzuki's "Way of Life" positioning, which will be featured in active lifestyle publications such as Bicycling, Skiing, Sports Illustrated, National Geographic Adventure, Fitness and Surfer. Additional print support for the SX4 Crossover and all-new SX4 Sport extends to several auto enthusiast publications, including Super Street, C16 and Motor Trend. To reinforce the sophisticated styling and packaging of the XL7, Suzuki will advertise in publications such as Southern Living, Real Simple and Time.
Source: American Suzuki Motor Corporation