Suzuki: #SuzukiSaturdays

Suzuki, an automotive brand, stood out against the endless ads in the UK featuring cars driving through hills by creating a campaign that didn't look like other media campaigns.

1 MARKET CONTEXT

A TRAFFIC JAM

Suzuki Cars UK operates in an industry with 30+ other major brands each vying for attention. Of the top 30 brands, 23 have a market share of no more than 5%. It's a market with a lot of extremely closely matched brands, because of this it's a market which has become very competitive.

In 2015 Suzuki had a market share of 1.3%, which put it in 15th position versus competitor brands. Even if Suzuki did have more marketing budget available; experience showed that simply increasing media budget to shout louder or more often...

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