Suzuki's Innovative IoT Marketing Strategy for Gogglebox Season 13
Applicable Functions
- Sales & Marketing
About The Customer
The customer in this case study is Suzuki, a multinational corporation based in Japan. Suzuki is one of the world's leading automobile manufacturers, known for producing a wide range of vehicles, from compact cars to SUVs. The company is committed to providing quality products that exceed customer expectations. For the 13th season of Gogglebox, Suzuki wanted to familiarize the Channel 4 audience with their latest Swift range. They sought to create a unique and engaging marketing strategy that would resonate with the viewers of the popular television show.
The Challenge
Suzuki, a renowned automobile manufacturer, was faced with the challenge of familiarizing the Channel 4 audience with their latest Swift range during the 13th season of Gogglebox. The company wanted to create a unique and engaging marketing strategy that would resonate with the viewers of the popular television show. Following the success of their initial campaign, Suzuki was tasked with creating a fresh batch of idents for the Celebrity edition of Gogglebox. The challenge was to maintain the traditional Gogglebox style while adding a new twist to the idents to keep the audience engaged and interested in the Suzuki Swift range.
The Solution
Suzuki came up with an innovative influencer marketing strategy to tackle the challenge. They decided to stick with the concept used for Season 13, which involved two people sitting on a park bench discussing the Suzuki Swift as if they were in their living rooms discussing TV. However, this time, they added the glitz and glamour of well-known celebrities, Joey Essex and Debbie McGee, to the mix. These celebrities playfully highlighted the features of the Suzuki Swift in a series of 15, 10, and 5-second spots. Additionally, Suzuki created content to run across social media platforms, with Joey and Debbie playing off different sporting and cultural events during the show. The idents were aired on Channel 4 alongside the new season of Celebrity Gogglebox and were rotated throughout the series.
Operational Impact
Quantitative Benefit
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