Suzuki

To lead the creative campaign launch for the third iteration of the Hayabusa, Suzuki’s fastest, coolest, most advanced and most iconic of their motorcycles, built with the capacity to go over 200mph with 1300cc and the aerodynamic excellence of a bullet train. We were briefed to target dedicated motorcycle riders – a demographic who really know their technology – and showcase this impressive motorcycle within the industry, demonstrating that Suzuki’s strengthened reputation was here to stay after a series of class-leading model launches.

We knew the key to success would be positioning. Focusing on this, we created the core idea and strapline, ‘Nothing comes close’, with a campaign built around the concept of the Hayabusa’s technology, performance, style and reputation going far beyond industry competitors. We also knew that our media solution had to match this idea, so we used the UK’s biggest outdoor media site and saw our poster design spread across a full 72 metres alongside the A4 one of the main arterial routes into central London. Alongside this, we placed the model in full-page ads in the leading motorcycle publication, produced printed assets and a full suite of digital materials including a technical ‘walk round’ film that we wrote, shot, and edited.

Dealer take up was incredibly strong and orders grew over the launch period. The strapline was picked up by the press and used in road-test reports. The model’s sales success story continues.