Our brief was a simple yet complex one: to create a positioning, graphic style and tone of voice for the Suzuki brand that was unique and born of real brand truths. It not only had to be capable of being used across all aspects of the motorcycle business, but across all media.
Our solution was 'we get it' - a phrase that shows the empathy Suzuki not only has for motorcycling, but its customers. It, above all other brands, could genuinely own this property. The 'speech mark' graphic treatment and the message from an individual further underpins the empathetic conversational style.
It's still early days, but the 'tunnel' viral video alone suggests we may have hit the mark! Against a target of 2,000 views and 500 likes, after 10 days it had achieved over 350,000 views and over 5,000 likes! Dealer reaction has been impressive.