Suzuki Australia has launched a new campaign for its Special Edition Jimny Rhino, created by independent agency ATime&Place.
The campaign, titled “Life is out there”, uses UFO-style footage and “full disclosure” creative to build on weeks of online mystery around the new model. It follows teaser images and videos that hinted at the release while Suzuki Australia continued to deny details publicly.
What is the Suzuki Jimny Rhino campaign?
The campaign promotes the specced-up, rugged Rhino edition of the Suzuki Jimny. It leans into public interest in UFO sightings, positioning the Jimny as a vehicle built for getting outdoors.
The work is running across online, outdoor, point of sale, eDM and social channels.
Daniel Sammut, National Marketing Manager, Suzuki Automotive, said: “This campaign couldn’t be more timely. At the exact moment this new Pentagon footage has everyone asking ‘is life out there?’, the specced up, rugged Rhino is ready with the answer: ‘Yes. If you’re in a Jimny.’”
Matt Lawson, Chief Creative Officer, ATime&Place, said the agency wanted to help Suzuki make use of the cultural moment.
“We’re always looking for ways for our clients to steal the moment, a Zeitheist, if you will, and this seemed like the perfect opportunity talk about the fun you can have when you get out there in the incredibly capable new Jimny Rhino,” Lawson said.
Campaign credits
Client: Suzuki Australia
General Manager, Automotive: Michael Pachota
National Marketing Manager: Daniel Sammut
Product Planning & Training Manager: Aitezaz Khan
PR & Events Coordinator: Aria Agostino
Digital Sales Coordinator: Ashley Lay
Creative Agency: ATime&Place
Chief Creative Officer: Matt Lawson
Copywriter: Andy Matthews
Senior Designer: Caity Moloney
Head of AI Studio: Rob Weir
Head of Broadcast: Marlese Byfield
CEO: Adrian Mills
Group Account Director: Daniel Loukidis
Senior Account Manager: Jaya Abela
Account Executive: Sari Neal
Media Agency: Noisy Beast
Managing Partner, Media: Ben Lynch
Account Director: Tom Pickering
Top image: Suzuki Jimny Rhino campaign by ATime&Place