Press Releases
SUZUKI AUTO LAUNCHES UNIQUE MULTI-FACETED MARKETING CAMPAIGN
- Comprehensive CRM initiative supports all-new four-door SX4 Sport launch
- Find the Way contest features adventure-inspired comic book and interactive Web site
BREA, Calif., (Dec. 19, 2007) - To further support the launch of the four-door 2008 Suzuki SX4 Sport, American Suzuki Motor Corp. recently launched a new Customer Relationship Management (CRM) initiative designed to drive even more traffic to Suzuki’s Web site and to Suzuki Auto dealerships nationwide. Suzuki’s Find the Way campaign consists of a multi-channel marketing effort that includes a direct mail and online marketing strategy focused on engaging consumers with the Suzuki brand, while also illustrating the company’s free-spirited and active-lifestyle-oriented “Way of Life” brand philosophy.
“The Suzuki Find the Way campaign provides us with an exciting platform with which to engage and entertain consumers while integrating and elevating the Suzuki brand and highlighting the strengths of the recently introduced four-door SX4 Sport,” said Gene Brown, vice president of marketing and PR, American Suzuki Automotive Operations. “This is the latest result of our ongoing initiative to develop the solid, sophisticated CRM infrastructure needed to implement marketing campaigns that integrate all the channels of communication to our owners and to potential Suzuki car buyers.”
Concurrent with the arrival of the 2008 SX4 Sport, Suzuki’s Find the Way campaign kicked off in early November with the distribution of more than 130,000 postcards and e-mails directing consumers to http://www.suzukifindtheway.com.
Following the early teaser campaign, Suzuki mailed hardcopy versions of “The Way,” a magna-style illustrated comic book, which chronicles the adventures of a likable, somewhat off-beat, young couple searching the odd corners of their urban landscape in an all-new SX4 Sport. “The Way” contains five hidden puzzles – one for each place the characters travel during their journey. The comic book’s cliffhanger ending directs readers to the Find the Way Web site for the conclusion of the story and to enter the online contest.
Find the Way Sweepstakes
As an added highlight of the campaign, Suzuki also launched the Find the Way sweepstakes in November, offering participants the chance to win an all-expenses-paid trip for two to Japan or the Caribbean by registering online at http://www.suzukifindtheway.com. Suzuki also will award three first prize winners with an Apple® iPhone™ and six second prize winners with a Nintendo® Wii™. Participants can increase their chance of winning by correctly solving five puzzles from the story at the Web site, which offers an electronic version of the comic book. In addition, the Find the Way sweepstakes page provides links to Suzuki’s consumer site http://www.suzukiauto.com, offering Web users an opportunity to take a digital tour of the all-new SX4 Sport.
Together with the two-stage direct marketing campaign, the Find the Way Web site, and “The Way” comic book, the exciting sweepstakes completes a highly integrated and engaging program that keeps consumers engaged with the Suzuki brand for far longer than a traditional :30 spot, print ad or online banner ad.
“This is a new approach for us, and we can’t wait to see the results,” Brown notes. “Stay tuned – this is just the beginning for us!”
2008 Suzuki Auto Product Line
In addition to Suzuki’s spirited four-door SX4 Sport, star of the “The Way” comic book, the company’s 2008 vehicle line includes the bold and functional five-door SX4 Crossover, exciting XL7 midsize SUV, rugged Grand Vitara compact SUV, popular Forenza sedan and Forenza Wagon, and the European-styled Reno. Every vehicle in the line provides Suzuki’s standout virtues of toughness, leading-edge style and high-end features at very competitive prices. All 2008 Suzuki automobiles are backed by America’s #1 Warranty: a 100,000-mile/seven-year, fully transferable, zero-deductible powertrain limited warranty.
About Suzuki
The Brea, Calif.-based Automotive Operations of American Suzuki Motor Corporation was founded in 1985 by parent company Suzuki Motor Corporation (SMC) and currently markets its vehicles in the United States through a network of approximately 500 automotive dealerships in 49 states. Based in Hamamatsu, Japan, SMC is a diversified worldwide automobile, motorcycle and outboard motor manufacturer with sales of more than two million new automobiles annually. Founded in 1909 and incorporated in 1920, SMC has operations in 187 countries. For more information, visit www.media.suzukiauto.com.
Media Contacts
David Boldt, American Suzuki – (714) 996-7040 ext. 2464, autopr@suz.com
Andrew Nicolai, PainePR for American Suzuki – (949) 809-6786, anicolai@painepr.com