Suzuki wanted to increase the number of customers using local dealers for servicing. When they asked We Are Acuity to create and develop a campaign to promote an offer – albeit a fantastic one – we recognised an opportunity for a more dynamic and sticky campaign which would make the local team the stars, and use their talents and personalities to promote Suzuki’s aftersales expertise for the long term.
The audience we needed to reach was split into two. Firstly were those owners who had bought their car from a local Suzuki dealer and were therefore already part of that dealer’s CRM. The second group were owners who had purchased from a non-Suzuki dealer and were effectively off-grid and therefore harder to reach.
The offer was that 12 months’ breakdown cover and a £250 excess voucher were included with every service. Would this alone be enough to win these customers over? We believed there also needed to be a more emotive element to what we said.