Suzuki Shows, Rather than Tells, How Fuel Efficient Its Cars Are

In Denmark, Sets up Gas Station Featuring Steep Discounts

Published on .

Most Popular

For a more in-depth look at this Idea of the Week and for other examples of media, marketing and business innovations, visit Ad Age and Cream's inspiration site.

With fuel prices at an all-time high and an emerging financial crisis, Suzuki wanted to get people to understand how much money they could save on fuel if they replaced their old car with a more fuel-efficient Suzuki. To demonstrate how cheap it is to drive one of its cars, Suzuki transformed a regular fuel station into a branded Suzuki gas station, where fuel was sold at a 30% discount, which is how much longer these Suzuki models drive per liter compared with the average car in Denmark. Suzuki's market share increased by 27% between August and the end of September 2008.

~ ~ ~
The team behind CMDglobal.com has launched Cream, The Innovation Exchange. Cream indexes and analyzes the world's media, marketing and business innovations. Combining a library of more than 2,500 case studies with insight and analytical tools, Cream provides inspiration and helps you discover what's next in the world of communications.

In this article: