Success.
Unlike previous generations, millennials worry that they may never be able to afford a house and become a ‘success’.
But the truth is, you’re a success if you’re happy.
And as a brand that promotes happiness -and more importantly, the thing that gets you there (fun)- we figured that Suzuki-driving millennials must be the happiest, and therefore most successful people on the planet.
So we tapped into this audience's mindset and set out to prove that success is no longer about status symbols or cash in the bank. It's about smiles per hour and pure, joyous, unapologetic fun.
For the roll out, we did a bunch of 15s spots across TVC, OLV, and socials:
Success 15s
Then we created a bunch of social posts showcasing our new definition of 'success':
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AND
We couldn't imagine a millennial campaign without TikTok. So we created TikTok's first ever car-giveaway competition. Here we uncovered the Most Successful Person in Australia and gave them a car.
But how did we uncover the Most Successful Person in Australia you might ask? Easy. By getting them to scream Suzuki from the top of their lungs in the most funnest way possible.
Not only were the results hilarious, they also resulted in:
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18.6 million page views
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12.4 million impressions
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24,000 shares
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1 Most Successful Person in Australia
After some great entries:
We found our winner: