Jimny: Never Turn Back

Background:

The most anticipated automotive launch of 2023 was the Jimny. At the Auto Expo in January 2023, the globally renowned brand, known for its legacy, debuted its fourth generation car in a first-ever 5-door avatar.

However, the chatter on the internet casts a doubt on the perception of the Jimny alluding that it has limited off-roading capabilities compared to its worthy nemesis.

But the truth is Jimny punches above its weight and is in league with premium off-roaders much above its price range and size. The car's compact dimension and light weight are what make it such a powerful off-roader. The 3-link rigid axle suspension, Suzuki's renowned ALLGRIP PRO 4WD system and strong torque are just few of the many features that the 5-door Jimny sports.

Thus, we set ourselves a communication task to establish Jimny as the most capable off-roader in the country.

The 4x4 community:

Jimny targets the serious off-roaders. Driven by purpose, they live to conquer un-inhabited terrains, leading the pack or going alone. What sets them apart from the posers, is that they face challenges head on, conquer them and move onto the next big challenge. 

Their worst fear is to get stranded in the middle of nowhere with a vehicle that gives in to the forces of nature. Heavy and bulkier 4x4s often come with challenges in maneuvering which make off-roaders hesitant to take them to difficult places. 

But the hunger for thrill and adventure in India is unparalleled. People want to get out there to the most remote places and explore the unexplored. This required an extremely capable companion. 

With a body-on-frame design, the rugged Jimny provides a sense of solidity. Its squared body proportions instill a sense of confidence and gives drivers a better understanding of the vehicle’s surroundings while off-roading. 

Guiding Insight: 

When they are in a duel with weather and terrain only a few are truly capable of always going forward  

Our solution:

We set out to position the Jimny uniquely as a machine that matches the audiences' passion and will ensure they never turn back from any challenge that comes in the way.

A hard core off-roading journey is a series of grueling challenges that can defeat human courage, the machine’s ability or both. A defeat that is inacceptable to our audience, either because that’s just not them, or because someone is depending on them. 

Positioning: An authentic 4x4 off-roader that Never Turns Back 

Taking on the most grueling terrains is often a matter of life and death and is not to be taken lightly. And to take on this heavy responsibility, comes the Jimny as the most trustworthy companion that lets you move forward without turning back.

There’s one element crucial to effectively distinguish the Jimny brand from its rivals in India. Purpose. Everywhere you go in the Jimny serves a purpose. And that is just what our brand film depicts.

https://youtu.be/u7xUygh6Buo?si=ddtCLKlfB_D4ttG2

Impact / results: 

- Awareness of the Jimny post the campaign increased from nil to 36%

- In terms of website traffic, there has been an uptake of 50% in daily average users during the campaign

- Due to high performing creatives, CTR achieved is 6X of what was planned (DV360)

- The campaign generated over 97,884 enquiries 

Source: Internal Maruti Data