The brilliance of this campaign resides in its resourcefulness. For the very first time a brand transformed consumer ads, into a powerful brand message. Instead of paying premium dollar for top spots in the newspaper, we paid classified prices in the one place where few consumers were still looking for cars. The pre-owners became brand ambassadors, got a free ad and strengthened their relation with Suzuki. Meanwhile we found a credible way and cost-effective way of delivering our durability message to the masses. A win-win strategy for all.

The brand received sustained presence during the summer, a very important time for sales with high institutional credibility at classified-ad prices. Vendors of old Suzuki models became 'free' spokespersons of the brand's quality. Plus we managed to transform used-car classifieds into a strong brand message. Curiously, the campaign was so strong that one of the contacted vendors decided he wasn't ready to part with his Suzuki despite receiving several offers for it.