Goodbye Boring, Hello to Exciting Communications from Suzuki

Suzuki, the automobile company, persuaded motorists in the UK to opt in to its communications in light of the GDPR.

Campaign details

Agency name: Emerald Thinking

Research revealed a minority of consumers understood the GDPR, so Suzuki needed to find a compelling way to persuade motorists to opt in to its communications.

Strategy

The stats didn't lie: a minority of consumers were aware of the GDPR and only 18% said they engaged with branded emails. Suzuki strove to reset its relationship with customers and prospects by putting the fun and relevance back into campaigns with the Strategy Goodbye Boring, Hello Exciting. Less of a re-permissioning drive, more of a promise of better comms.

With its playful brand, Suzuki was...

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