Suzuki’s share of the UK market languished at 1.3% at the end of 2015.
To highlight enjoyment of driving its cars and grow consideration for its brand, Suzuki formed a content partnership with ITV’s ‘Saturday Night Takeaway’ entertainment show.
Following the launch of #SuzukiSaturdays, brand consideration reached a record 44%, while increased share of market made Suzuki the fastest-growing UK car brand for two years running.
This case estimates the approach paid back £207m in incremental revenue. The effectiveness of this strategy was recognised in the 2018 IPA Effectiveness Awards - see film below.