HOW TO SHAKE UP THE SUPREMACY

OF MARKET LEADING COMPETITOR?

PROJECT IN 2013 & 2014:

Ertiga, Suzuki's low MPV leading brand.

 

CHALLENGE:

Suzuki Ertiga entered the market of low MPV with comfort features that had never been offered by the other leading competitors. How should we present

a new better standard in a category that had won the hearts of Indonesian families for so many years?

 

TRANSFORMATION:

Powerful marketing positioning for Ertiga

  "Lebih Mengerti Keluarga" that brought

  stronger emotional bonding to consumers.

 

"Ertiga Memudahkan Perjalanan Keluarga",

  automatic transmission feature launch campaign

  (pioneer of jacket ad in Kompas done by

  automotive manufacturer brand) that utilized the

  print ad as interactive medium through 2 creative

  ideas : "Hitung Kalimat" (word count) quiz &

  augmented reality (scanned from QR code) to

  educate consumers on automatic transmission

  driving. Furthermore, the word quiz was also

  implemented at the launch event with the body of

  Ertiga car fully covered in words to be counted by

  the participating visitors.

 

"Pesta Keluarga Ertiga", customer retention event

  that included fun touring in the middle of Jakarta's

  flood season and successfully gathered massive

  participation of Ertiga owners.