Suzuki's share of the UK market languished at 1.3% at the end of 2015. Consumer insight, motor reviews and dealer feedback indicated there was an opportunity to emphasise the fun in driving Suzuki cars. To highlight enjoyment and grow consideration, Suzuki formed a content partnership with ITV's 'Saturday Night Takeaway', spanning talent, licensing, broadcast sponsorship, and content creation. Following the launch of #SuzukiSaturdays, brand consideration reached a record 44%, while increased share of market made Suzuki the fastest-growing UK car brand for two years running. This case estimates the approach paid back £207m in incremental revenue.
The judges especially admired the way the solution took on the tough commercial context of residing in fourteenth place in a declining market. This challenge was met through an innovative modern approach to channel planning of sponsorship, which made it closer to a TV show, using intelligent analysis to understand when audience momentum and buzz meant content would have most impact.