Problem 

Let’s be honest, most SUV’s never go off-roading. And that is especially true of the compact Suzuki Vitara that’s great for small journeys. So, we needed a way to elevate the everyday drive, and fill these trips with the spirit of fun and adventure. All in a way that was true to Suzuki’s ‘For Fun’s Sake’ brand. 

Idea 

Ordinary trips can be extraordinary adventures, with the right soundtrack. So, we gave the Suzuki Vitara its own album. Employing a strategy that hasn’t been used in hundreds of years, the Sea Shanty. Except for land. ‘Land Shanties’ was the ultimate short-road-trip album to bring all the adventure of the high-seas to the highways. 

The seven-song concept album followed one man’s odyssey… to buy almond milk. With each song designed to elevate different everyday driving moment, like finding a perfect parking spot (Track 2 - The White Whale), or just lovingly getting drive thru fast food on the way home (Track 5 – Drive Thru to My Heart). The genre defining album was supported by a fully integrated campaign, with the audio helping to make all the advertising, and make Vitara famous. 

Impact 

This became Suzuki’s highest performing audio campaign ever. 2, 500, 000 album streams across Spotify and Apple music so far. Increasing unprompted awareness by 35% and prompted recall by 62%, and year on year sales of the Suzuki Vitara by 17% in a declining market.