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CASE STUDY: The Suzuki Swift Sport Boot Camp

Provided by Sky Media
Sky Sports identify the Suzuki Swift as a fun stylist brand offering good value for money for male 25-40 year old sports fans.

What was the Challenge / Background of the Campaign?

Suzuki were looking to promote their new Swift Sport model and wanted to drive awareness and consideration amongst a young sporty audience. What better way to accelerate this and shift perceptions than with Sky Sports? In a move to place the new Suzuki Swift in the spotlight for young sport lovers, Sky Sports and Suzuki released a one-off promotion for the new car through 'The Suzuki Swift Sport Boot Camp' series.

What was the Campaign Objective?

Build awareness of the Swift Sport amongst male sports fans, between 25-34 . Increase purchase consideration . Encourage users to sign-up to the online competition to win a Swift Sport . Identify the brand as fun, stylish and offering good value for money.

What was the Solution?

The concept, saw celebrity presenters, Tubes from Soccer AM and Fenners from Take It Like a Fan, present a series of entertaining, engaging videos starring the Suzuki Swift Sport. These incorporated the comedy and style they are known for, with the Swift Sport at its heart. The six-week campaign started January 2012, & centred around an online hub, featuring video challenges between the presenters, showing the car being put through its paces. A 30 second TV spot featuring both Tubes and Fenners aired from 28 January to drive awareness of the online hub.

What were the Results?

The campaign was a huge success providing a perfect match between Sky Sports, Suzuki and the brand's desired audience. The various campaign elements received impressive click-throughs, steered traffic to watch the videos and enter the competition. Utilising Sky's established talent, the campaign benefited from the involvement of key names from popular Sky series, Soccer AM and Take It Like a Fan. As a snapshot of the success, the site received: 50,854 unique users . Av of 2.4 pageviews . 66,000 video views . 15,450 competition entries and most importantly the car sold out!

What were the Key Learnings of this Campaign?

All Suzuki's key brand attributes were effectively communicated and the KPIs showed double digit increases, particularly enhancing the image of the Suzuki Swift Sport as fun, stylish and good value for money. Ultimately this meant brand favourability shifted by nearly three quarters and consideration by over a third. 1 in 4 (25%) of exposed respondents stated that this is a car they would seriously consider purchasing and this increased to almost 4 in 10 (40%) for those exposed to the campaign across all media touchpoints.

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details50,854 unique users, 66,000 video views,15,450 entries
16 - 24
25 - 34
Male
ABC1
ONLINE
TV
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESSSALES PROMOTION
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