Suzuki 'Kicks' Off 2011 With New Kizashi Advertising Campaign
- 'Kizashi Kicks' campaign communicates the Suzuki sport sedan's performance, capability and value story.
- Kizashi nameplate shines against luxury competition costing thousands more in new television ads.
- Suzuki complements broadcast spots with highly interactive microsite, www.KizashiKicks.com.
BREA, Calif., Jan. 3, 2011 /PRNewswire/ -- With the launch of American Suzuki Motor Corporation's (ASMC) new "Kizashi Kicks" ad campaign, the 2011 Kizashi proves that you don't need a premium badge and associated price tag to get the driving excitement, luxury and safety attributes of a premium sedan. Suzuki's new television campaign began airing in select Suzuki retail markets on Dec. 25, 2010.
"The Kizashi brings a new dimension of performance and value to the midsize sedan market, delivering the extraordinary driving excitement, luxury and safety of a premium sports sedan at an ordinary sedan price," said Steven Younan, Director of Marketing for American Suzuki Automotive Operations. "We believe the 'Kizashi Kicks' campaign expresses the heart and soul of the Kizashi and builds on the brand enthusiasm our sport sedan has generated for American Suzuki over the last year."
Developed in conjunction with El Segundo, Calif.-based Siltanen & Partners Advertising, the campaign illustrates the Kizashi's competitive spirit against luxury competitors Volvo S40, Audi A4 and Mercedes C300 in safety and braking, handling and quietness tests. However, the comparative tests don't stop there. Suzuki also incorporates a motorized sofa, bubble wrap suit and stretch limo to add a little humor to the spots.
The "Kizashi Kicks" campaign features three 30-second and two 15-second television commercials that further communicate the Kizashi's performance, capability and value story. One of the commercials highlights Kizashi's cornering ability by pitting it in a slalom test against a Mercedes C300 and a less than graceful stretch limo. Another spot compares the Kizashi's dynamic performance attributes to an Audi A4 and a man piloting a motorized sofa. In each instance, the Kizashi triumphs in impressive and hilarious fashion.
The broadcast television advertisements are complemented by a highly interactive microsite, www.KizashiKicks.com, which showcases the new commercial content and provides interactive animation, videos and a suggestion tool for feedback. The website also offers links to Suzuki's new Kizashi™ Ring of Fire racing video game, video of the Kizashi's Tokyo to L.A.: The Hard Way intercontinental road trip, the Suzuki Auto site (www.suzukiauto.com), dealer locator, and a build and pricing feature. Suzuki will continue to provide additional content on the "Kizashi Kicks" website throughout the year.
"The Kizashi is anything but a milquetoast sedan," said Rob Siltanen, Creative Director of Siltanen & Partners Advertising. "This is a car with a great deal of content and a lot of very impressive stories to tell, ranging from clear performance and safety advantages over far more expensive cars to durability/all-wheel drive and owner satisfaction. The Kizashi kicks butt in a lot of different ways so we created the theme line 'Kizashi Kicks' to communicate this thought and a microsite where people can see all sorts of fun content and information."
Targeted toward younger buyers with a male skew, Suzuki's new "Kizashi Kicks" advertising campaign will air in ASMC's top-20 markets, including but not limited to, New York, Chicago, Pittsburgh, Charleston, S.C., Mobile-Pensacola, Ala., Raleigh-Durham, N.C., Baton Rouge, La., Nashville, Tenn., Burlington, Vt., Charleston, W.Va., and Wilkes-Barre, Pa. Television programming highlights include the Academy Awards®, GRAMMY® Awards, the AFC Championship game, NCAA Tournament, "Survivor," "30 Rock," "The Mentalist," "Dancing with the Stars," "American Idol," "House" and "Desperate Housewives."
2011 Suzuki Kizashi and Kizashi Sport
As AutoPacific's 2010 Vehicle Satisfaction Award and Ideal Vehicle Award winner and a Consumers Digest "Best Buy," the Kizashi redefines the traditional performance sedan and moves the Suzuki brand upscale without abandoning Suzuki's traditional emphasis on content and value. This year, the Kizashi's content and value is enhanced with the addition of 18-inch alloy wheels fitted to the popular SE trim level. Furthermore, its active and energetic DNA is augmented by the vehicle's overall mission to provide a strong, refined and safe urban performance.
For 2011, Suzuki brings the Sport trim to the GTS and SLS models, adding a host of external and internal modifications, including a more muscular front fascia (with chrome accents) and lower grille, body side sill extensions, lower body side molding with chrome accents, a trunk-mounted spoiler, custom lightweight 18-inch alloy wheels appropriate to a flagship vehicle, unique sport steering wheel and contrasting stitching on the leather seats, shift boot and emergency brake boot. The end result is a sport sedan with crisp handling enveloped in a well-controlled ride, one typically found in more expensive, premium sport sedans.
The Brea, Calif.-based Operations of American Suzuki Motor Corporation (ASMC) was founded in 1963 by parent company Suzuki Motor Corporation (SMC) and currently markets its vehicles in the United States through a network of approximately 300 automotive dealerships and numerous other motorcycle, ATV and marine distributors in 49 states. With global headquarters in Hamamatsu, Japan, SMC is a diversified worldwide automobile, motorcycle, and outboard motor manufacturer. In 2009, SMC sold more than 2.3 million new cars and trucks and more than 2.8 million motorcycles and ATVs. Founded in 1909 and incorporated in 1920, SMC has operations in 196 countries and regions. For more information, visit www.media.suzukiauto.com. Suzuki can also be found on Twitter (@SuzukiAuto), Facebook (www.Facebook.com/SuzukiAuto) and YouTube (www.YouTube.com/SuzukiAutomotive).
SOURCE American Suzuki Motor Corporation