Suzuki Swift Sport Boot Camp case study by Sky Media - an exciting and successful campaign with plenty of drive!
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.
The campaign objectives were to build awareness of the Swift Sport amongst male sports fans, between 25-34 and increase purchase consideration. The campaign also needed to encourage users to sign-up to the online competition to win a Swift Sport and identify the brand as fun, stylish and offering good value for money.
The concept saw celebrity presenters, Tubes from Soccer AM and Fenners from Take It Like a Fan, present a series of entertaining videos starring the Suzuki Swift Sport. The campaign centred around an online hub, featuring video challenges between the presenters, showing the car being put through its paces. The hub contained sections with car specifications, brochure/ test drive requests and a competition to win prizes including a Suzuki Swift Sport. A 30s TV spot drove awareness of the online hub, running every Saturday and Sunday on Sky Sports 1 & 2 and Sky Sports News.
The campaign was a huge success! The site received 50,854 unique users, an average of 2.4 page views, 66,000 video views, 15,450 competition entries and most importantly, the car sold out! More in-depth research contrasting those 'exposed' and 'not exposed' to the campaign was carried-out to assess shifts of awareness and perceptions of the brand. For those exposed the campaign doubled awareness of Suzuki in the sporty hatchback sector, and increased almost 5 times for those exposed to TV, online and mobile elements.
The campaign was a huge success and proved a perfect match between Sky Sports, Suzuki and the brand's desired audience. The various campaign elements received impressive click-throughs and steered traffic to watch the videos, plus 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.