Suzuki rebuilds relevance with younger drivers, propels 22% more showroom visits

BUSINESS OBJECTIVE 

Reintroducing Suzuki to a new generation through connected, outcome‑driven marketing 

With the launch of its newest Fronx vehicle, Suzuki Australia needed to reconnect with younger drivers and modernise its position in a crowded SUV market. The goal was to move beyond Suzuki’s longstanding first‑car perception and engage a new generation through the channels they use to discover and consider brands. 

To do that, Suzuki partnered with its agency, Noisy Beast, and The Trade Desk to rethink how its media performs across fragmented environments — spanning streaming, social, mobile, and audio — while creating a clearer connection between media investment and real‑world business outcomes. The team set out to prove that a data‑driven, connected omnichannel strategy could improve efficiency, rebuild relevance, and deliver measurable impact, including increased physical showroom visitation. 

SOLUTION 

Using a unified, data-driven omnichannel strategy to reach the right audience 

Suzuki used marketing mix modelling (MMM) not just to evaluate past performance, but to guide forward-looking media planning. 

The result: Suzuki’s “most connected campaign” ever — a unified omnichannel strategy built on identity, data, and measurable outcomes. 

Suzuki used Unified ID 2.0 (UID2) to onboard 40,000 historical customer records, creating a privacy-conscious identity foundation. This allowed the brand to build dynamic lookalike audiences based on these known owners and in-market intenders. By creating these seed audiences with its first-party data, Suzuki could better reach its desired customers. 

The team activated these audiences across every digital channel, from broadcast video on demand (BVOD) and online video (OLV) to display, native, and audio. The cross-device graph maintained consistent frequency and messaging across channels, ensuring each impression contributed to a single, unified omnichannel targeting strategy rather than isolated channel performance. 

Rather than relying on demographics alone, Suzuki identified two distinct behavioural personas to guide the channel mix and sequencing: 

• “Main Character”: Social-first, mobile-heavy, high exposure to OOH 

• “Homebody”: CTV, podcasts, and long-form digital 

The team was able to use our platform to steer impressions toward top-performing paths across channels, while frequency capping helped to make sure audiences were not overexposed to the campaign. 

RESULTS 

Stronger business outcomes with a smaller budget 

Within six weeks of the launch, the campaign delivered measurable impact across both digital and physical environments: 

• Dealership showroom visitation rose 22% amongst exposed audiences versus the control, verified through Adsquare footfall measurement. For the first time, Suzuki Australia was able to directly link media exposure to physical showroom visits, closing the loop between digital investment and real-world outcomes. 

• Cost per visit decreased 31%, demonstrating that more precise targeting and omnichannel optimisation outperformed broad reach approaches. 

• Time to visit shortened by 38%, as conversion path insights guided spend towards the most efficient media sequences. 

• CTV and mobile video delivered an increase of 47% incremental reach amongst consumers under 35, Suzuki’s core growth audience. 

Conversion path analysis revealed the most effective omnichannel journeys across key conversion points — from website lands to test-drive bookings and showroom visits. A critical insight emerged: When audio and display appeared in the mix, average conversion time reduced by 45%. 

Budgets were dynamically reallocated in-flight towards these high-performing paths, turning upper-funnel channels into performance drivers. 

The strategy also reshaped brand perception. Among consumers aged 18 – 34, Suzuki drove a 42% increase in brand perception and an 84% uplift in consideration. 

The campaign didn’t just launch a vehicle – it reshaped how Suzuki approaches marketing. 

• Omnichannel planning has replaced siloed channel strategies. 

• Identity and measurement are now embedded across every campaign. 

• Marketing mix modelling is now used proactively to guide investment decisions. 

By leveraging our platform, Suzuki turned its media budget into a scalable, repeatable growth engine — proving that when data, identity, and channels work together, advertisers can drive both performance and trust. 

Discover how adopting an omnichannel approach can help you drive real business outcomes. Contact us or reach out to your account manager at The Trade Desk.