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Suzuki Canada and its dealers will do “whatever it takes” to get Canadians behind the wheel of a new 2009 Suzuki.
The car company has launched a national marketing campaign to boost its brand and prove to Canadians that Suzuki models can compete in quality and price with other Japanese car manufacturers, said Mike Kurnik, national manager, advertising and public relations.
“We’re convinced that if you come in and drive our products, you’ll be sold,” he said. “You’ll realize that we can stand right up against Toyota and Honda.”
According to Kurnik, some people still consider Suzuki a motorcycle company, and are unaware that it also makes compact cars, pick-up trucks and mid-sized vehicles.
The “Whatever it takes” campaign, the first from John St. since it won the account last year, includes three 30-second TV commercials, print, point-of-sale materials, radio and free-standing inserts.
In one 30-second spot, a businessman leaving his house for work in the morning finds that his car has been flipped onto its roof.
A Suzuki salesman is looking on from inside his 2009 Suzuki SX4 crossover, parked outside of the businessman’s house. “Oh man, tornado. You just never know when they’re going touch down,” the salesman says. “We need to get out of here, find some shelter,” he continues, suggesting that they take his new fully loaded Suzuki.
The businessman looks on in disbelief, edging closer to the Suzuki crossover. “You ready? Let’s move,” says the salesman. “I need to storm watch, so you’re going to drive.”
The spot ends with the voiceover: “We think you should test drive a new Suzuki SX4 crossover, and we’ll do whatever it takes for you to do it.”
The campaign launched earlier this week and wraps in November. Genesis Vizeum handled the media buy.
