A lot of buzz surrounds the Suzuki Kizashi launch in India anticipated in the early part of next month, Feb 2011. On this occasion, I was looking around to find what kind of campaigns it has launched in the recent times in countries like the USA where it was launched in 2009.
Honestly, my first reaction to the result of an afaqs and YouTube search was utter surprise. Very recently, Suzuki had launched a set of TVCs for the Kizashi, comparing it with the best in business – Mercedes, Audi and Volvo!
The concept of the three ads is to project that the Kizashi has an better handling, safety as well as performance score (parameters such as steering, cornering, braking etc) compared to the others and it does not need the buyer to burn a hole in his pocket shelling out the money for it. Its about getting excellent quality in a product, without going premium.
Adding a dash of humor to the ads, a simultaneous comparison is also made with unbranded things like a motorized sofa, and even a bubble wrap!!
These ads, along with a couple other 15 sec spots illustrating performance are covered under a campaign called Kizashi Kicks. It also has a dedicated website for the same : Kizashi Kicks which also showcases some of the other ‘stunts’ that Kizashi can pull, such as handling a banana peel or a cross-country marathon.
Watch them below:
Of course, all the ads are backed by ‘independent studies’.
The campaign is a strong one, making an emphatic statement. The statement is of offering supreme quality, as against the pricey offerings of the premium players (for instance, Volvo is known mainly for safety, and thats why safety is what is being compared in that ad). Also, the blatant comparison with well known brands like Mercedes gives rise to quite a buzz about the Kizashi, helping spreading awareness about it.
It remains to be seen how effective this campaign was to convert the hype into sales. Also, it will be interesting to see what kind of campaigns are adopted by the Kizashi on its entry in India, whether they will be similar to these or something new.