An Ignis Adventure
Brand Suzuki Ignis
Advertiser Suzuki Cars
Country United Kingdom
Suzuki co-created a TV show to engage young women and increase sales of its Ignis model in the UK.
The car brand worked with Channel 4 to create All Star Driving School – a TV series that followed celebrities learning to drive and celebrated the freedom driving gave them, featuring the Ignis throughout.
As a result of the campaign, sales exceeded the target by 5% in a declining market, and Suzuki's market share increased.