CASE STUDY: ‘ISUZU’

CLIENT: ISUZU

CAMPAIGN: ISUZU BLADE, BLADE 2 & FURY

OBJECTIVES:

To appeal to urban tradespeople who want a pickup with status, style and durability for use in both their personal and professional life. The secondary audience was car enthusiasts who desire a vehicle that projects a certain image: a man who knows his stuff.

To drive traffic to Isuzu.co.uk, resulting in increased uptake of Isuzu Blade and Fury test drive opportunities.

INSIGHT:

Our target audience of male, city based tradesmen and car enthusiasts aged 25-44 could all be considered very masculine, in the conventional sense. This traditionally macho section of society likely considers themselves self-sufficient, tough and ready for anything. So we wanted to appeal to that self-belief, with a campaign that appeals to their ego and self-image by positioning the Isuzu driver as the kind of man who is ready for anything, whether it’s extreme elements, rough terrain… or a city of bloodthirsty zombies.

THE CREATIVE:

We created multiple campaign assets encompassing sponsorship, TVC and branded content to create a world in which Isuzu was the only choice for an everyday man of action.

Conceived and filmed a branded content piece featuring a fearless Isuzu Blade driver taking on hordes of bloodthirsty zombies in a nightmarish adventure.

Our TVC had a more direct approach, appealing to the target market’s macho ideals with a rough and tough advert, showing Isuzu Blade owning the road in its natural industrial habitat, whilst showcasing its many great features.

A series of sponsorship idents in partnership with Motoring on the History Channel showing the Isuzu Blade repelling the elements (mud, snow, rain etc.) in glorious, high end slow motion.

To showcase the Isuzu Blade and Fury’s incredible features in a more real world setting, we created a fun series of branded content pieces for broadcast and social. These were filmed on location in Cumbria, showing potential Isuzu test drivers being taken for the ride of their life by professional rally drivers disguised a little old grannies and everyday salesmen. Their faces say it all.

THE RESPONSE:

By rolling out the creative across TV, online and social channels we managed to reach the target market at every available opportunity, fulfilling the brief to create interest and knowledge of the Isuzu brand, and drive sales.

The happy client on their experience and campaign results: ‘Everyone’s dedication, support and great attitude…has been amazing. The campaign gave us some great coverage and exposure to a new audience, so our brand awareness is on the up.’