Hiding Suzukis to highlight their brilliance

Suzuki Best Kept Secret on the Road

Only a small number of drivers own a Suzuki, and most of them would rather keep it that way.

It was our job to promote the latest launch of the new Swift, but our research indicated that the existing crop of owners loved the fact that they were driving ‘the best kept secret on the road’.

Just as there’s magic in being in the know about a fantastic local restaurant, Swift drivers are happy to enjoy their little secret. So, we highlighted the lengths that Swift owners will go to keep the brilliance under wraps.

Our fully integrated campaign was brought to life in unique ways throughout each channel. Beyond our TV spot, press ads appeared to be torn out, billboards were ‘graffitied’ and YouTubers were encouraged to press skip – with Swift owners trying, and failing, to keep their beloved Swifts a secret a little longer.