HOW TO INSPIRE CONSUMERS
THAT SMALL IS THE NEW BIG?
PROJECT IN 2013:
Karimun WagonR, Suzuki's LCGC leading brand.
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?
• 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.
TV Commercial Suzuki Karimun WagonR - "Mobil S.U.P.E.R"