Isuzu Ute Customer Stories

Summary:

In a strategic play designed to widen the audience and appeal of Isuzu Utes, we came up with a campaign that featured everyday owners around the country, telling their stories. We put the videos’ focus on the people, always looking for the emotional angle, and made the vehicles a supporting act.      

Deliverables:

·       Customer story videos

·       Social media cutdowns

·       Customer story blog articles

·       Stills photography

The Challenge:

Mainstream brand advertising has always played a large part in the media mix for Isuzu Ute. But with audiences fragmenting and a new generation of viewers living online, we needed to create a creative ‘vehicle’ for communicating via digital channels.

The INSIGHT:

Investing a large amount of time researching our stories before the shoot and getting to know the talent – and winning their trust - was a critical factor to this campaign’s success.

The Solution:

When we came up with the concept and format of the #MyIsuzuStory project, we knew straight away that success would be dependent on dialling down the ‘sell’ in the videos. Isuzu Ute was very supportive of this strategy and shared our desire to uncover the real customer story. A second arm of the strategy was to feature a number of brand ambassadors representing charities such as The Daniel Morcombe Foundation and 4AD Kids. These videos added to the emotional appeal and helped to promote these amazing charities.  

Results:

With currently over 3.5 million views on Youtube, the campaign has exceeded all expectations of reaching a wider audience. Extremely high engagement rates have also been achieved.