HOW TO INSPIRE CONSUMERS

THAT SMALL IS THE NEW BIG?

PROJECT IN 2013:

Karimun WagonR, Suzuki's LCGC leading brand.

 

CHALLENGE:

Entering new car category "Low Cost Green Car" (LCGC), Suzuki Karimun WagonR joined the market with significant difference: being the only small MPV model, while other players were city car models. How could we inspire those newbie car owners to look for a more functional vehicle

that gives so much more than just style?

 

TRANSFORMATION:

Distinguish marketing positioning "Mobil S.U.P.E.R."

  that stands for Spacious-Useful-Practical-Efficient-

  Reasonable), successfully brought Karimun WagonR

  a level higher than its competitors.

 

"Mobil SUPER" launch campaign that utilized the print

  in a totally different approach: the first virus ads

  ever created (small column ads spread out in each

  page of Kompas) and crossword puzzle quiz.

 

"SUPER SHOW" launch event was conducted

  simultaneously in 6 malls in Jakarta in 1 week

  that generated successful numbers of test drive

  and sales booking.