Campaign details

Brand: Ignis
Brand owner: Suzuki Cars
Lead agency: the7stars
Country: United Kingdom
Industries: Compact, small family cars
Media channels: Content marketing, Social media, Sponsorship - media, Television, Word of mouth, advocacy
Budget: 500k - 1 million

Executive summary

Car brands don't get women.

It's time that the pink cars, ads full of cosmetics and fluffy childlike imagery is called out for what it is – patronising.

We found that, much like men of their age, 20-something women are looking for adventure, independence and achievement.

By completely integrating the Suzuki Ignis into a TV series which promoted these values, and then amplifying the spirit of our partnership to 86% of young women in the UK, we showed the industry how it should be done.