Product: Suzuki Vitara
Title: Cassette Maps
Media: Direct mail
Date Of Campaign: OCTOBER 2019
Background: Suzuki Vitara is the car with one of the oldest mobile parks in Spain. This is due to its endurance and to the solid relationship their owners have built with their cars. It’s that car that never breaks! This is a huge advantage for the car owners but a problem when it comes to selling the new Vitara models.
Idea: That's why we created cassette maps. A special edition of cassette tapes, with different direction messages, as an “ analogic GPS”. Those cassettes were sent to all old Suzuki Vitara owners with a personalized message: a guide to drive from their homes to the nearest Suzuki car dealer to invite them to test the New Suzuki VitaraTarget is the owners of the old Suzki Vitara who are so happy with their cars that they don't even think about changing to the new model. We needed to bring them the message in a relevant way for them: an old fashioned cassette with a personalized message to guide them to the nearest Suzuki dealer.More than 1000 personalized cassettes were sent to all old Suzuki Vitara owners with a personalised message: a guide to drive from their homes to the nearest Suzuki car dealer to invite them to test the New Suzuki Vitara
Results: + 47% increase in test drive with the new Suzuki Vitara amongst the owners of the old model