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.
• 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
From start to finish the Sky team were an absolute pleasure to deal with. The execution, delivery, and final results for the Swift Sports campaign were faultless…
The concept, brokered by Gemma Abrahams from advertising agency Nexus|H and David Kilbey at Sky Media, 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. The Sky Sports produced challenges including ‘The Slalom’, ‘The Back Flick’, ‘On Target’, and ‘The Spin’ – there were even outtake videos and video content of the car. The hub also contained sections with car specifications, brochure/ test drive requests and a competition to win prizes including a new Suzuki Swift Sport, football tickets and an iPad2.
A 30 second TV spot featuring both Tubes and Fenners aired from 28 January to drive awareness of the online hub, running every Saturday and Sunday on Sky Sports 1 & 2 and Sky Sports News during football centred programming. Other drivers included:
• Online display across Sky Media sports sites
• Mobile banners on Sky Sports News App
• Social media – Facebook and Twitter including weekly tweets by:
|Tubes – 221,332 followers|
|Fenners – 79,231 followers|
|Sky Sports – 450,000 followers|
•2 editorial features in Sky Sports Sportszine – online magazine with 512,000 subscribers
Suzuki were also able to seed the video via their YouTube channel and other online properties
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.
• 50,854 unique users
• Average of 2.4 pageviews
• 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.
|…brand favourability shifted by nearly three quarters and consideration by over a third…|
Furthermore, 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.
Many of those exposed to the campaign went onto seek further information about Suzuki. 8% went on to visit the Suzuki website, 5% looked for further information including Suzuki’s Facebook page and 1.5% went on to actually visit a dealer.
|“A real mix of engagement, impact, and scale that ticked all the boxes on the communications brief…”|
Gemma Abrahams – Media Communications Manager Nexus/H – commented: “From start to finish the Sky team were an absolute pleasure to deal with. The execution, delivery, and final results for the Swift Sports campaign were faultless, with the campaign delivering a real mix of engagement, impact, and scale that ticked all the boxes on the communications brief. Given the right brief, we would be sure to call upon Sky again for a bespoke creative solution.”
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