A unique use of cinema was designed to establish awareness through talk value around the originality of the concept, and to bring the proposition ‘Go anywhere. Do anything’ to life. The ad starts as a typical car ad that you might see at movies, but then with the use of digital projection technology, the Suzuki drives off the screen and up a side wall with the voice over ‘Suzuki. Go anywhere. Do anything.’ Having the vehicle leave the screen clearly demonstrated this promise in a manner only possible in cinema.

Awareness levels improved marginally from 66% to 69%. More importantly, consideration increased from 20% to 35% and share of the small RV category increased to 9%.