Suzuki gas station

DESCRIPTION

With all-time high fuel prices and an emerging financial crisis, Suzuki wanted to emphasise how efficient some of its vehicles were. The communication objective was to get people to understand how much money they could save on fuel if they replaced their old car with a more fuel-efficient Suzuki and position Suzuki as the major brand in the segment for smaller, more cost-efficient cars, thus increasing sales of 3 particular models.
To demonstrate how cheap it is to drive one of these 3 Suzuki models, the brand transformed a regular fuel station into a branded Suzuki gas station, where fuel was sold at a 30% discount, which is how much longer these Suzuki models drive per litre compared to the average car in Denmark.
During that one day of the event, more than 2.000 paying customers bought 14,925 litres of fuel and they experienced personally how much money they could save driving a fuel-efficient Suzuki. The event gained broad media coverage online, from the tv-stations, on radio and in national newspapers. One month later, sales for the 3 models had increased by 12.5%, despite the over all car market in Denmark being in decline. Market share for Suzuki increased by 27% between August and the end of September 2008.

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