Suzuki and ATime&Place have launched the Suzuki Index, creating a financial comparison between the cost of their cars and everyday items, per kilo. For example, consumers may be surprised to find out that the price of baby spinach, is now more expensive than a Suzuki Vitara, per kilo, due to the Suzuki Plate Clearance.
At a time when the cost of living is on the rise, the campaign aims to demonstrate that the cost of “really living” has in fact dropped.
Matt Lawson, CCO, ATime&Place, says, “The Suzuki Index allows us to be topical and tactical. When we see a spike in a particular everyday item, we can respond accordingly, with a direct comparison to a Suzuki and its features. Which is unfair, as most everyday items can’t hold a family of five in a well-appointed interior. Especially raspberries. Those things have absolutely no structural integrity.”
Michael Pachota, general manager of Suzuki Automotive, says, “We love that once this campaign has been experienced, it turns every grocery shop, (and every time you throw out wilted spinach) into a moment to contemplate the great value of a Suzuki during our Plate Clearance. And appearing as financial news allows us to create responsive ads that slip right into the current high-intensity news cycle. We’ve even had Meta pull some of the ads as they thought they were fake news. We’ve solved that problem now. We’ve explained that these are real fake news.”
The Suzuki Index will be delivered across an integrated campaign across TV, online, outdoor, radio, PR, print and point of sale.
Campaign Credits
Client: Suzuki Australia
General Manager, Automotive: Michael Pachota
National Marketing Manager, Automotive: Robert Rosengarten
Assistant Marketing Manager, Automotive: Daniel Sammut
Marketing Coordinator, Automotive: Tom Lyden
Creative Agency: ATime&Place
Chief Creative Officer: Matt Lawson
Executive Creative Director: Charles Baylis
Senior Designer: Caitlin Moloney
Designer: Emmanuel Damianos
CEO: Adrian Mills
Group Account Director: Daniel Loukidis
Account Manager: Jaya Abela
Production: ATime&Place
Director: Matt Lawson
Head of Broadcast: Marlese Byfield
Head of Realisation: Rob Weir
DOP: Nick Rieve, Kilogram
Casting: Chameleon
Colourist: CJ Dobson, Moodlab
Sound Studio: Squeak E Clean
Sound Executive Producer: Ceri Davies
Sound Engineer: Dee Gjedsted
Media: Noisy Beast
Group Media Director: Ben Lynch
Head of Media: Valerie Murphy
