Advertiser: Isuzu Malaysia Sdn Bhd Brand: Isuzu Creative Agency: - Credits: -
2017 was a tough year for automotive brands, decreasing consumer sentiment, rising cost of living and increasing fuel prices led to stagnation in the category. Japanese auto brand Isuzu’s pickup truck D-Max witnessed sales decline of 10% MoM. We were tasked to help revive the sales while showcasing D-Max’s capabilities and strength.
Insight, Strategy and the Idea
Pick Up Trucks are known for their off-road capabilities in difficult terrains. We needed to find a platform and an opportunity to showcase D-Max in all its glory as it negotiated difficult terrains, climbed up the hills and went through mud patches effortlessly. We needed visual medium to weave the brand story in an organic manner to create impact. Media Agency identified 8TV’s highly acclaimed reality show “”LETS CYCLE”” as the perfect platform to integrate our product based on audience profile and content. The uniqueness & novelty of the sponsorship lay in leveraging on a CYCLE to sell PICKUP TRUCKS.
The 13 episodes show was entirely shot in Sabah, known for its long mountain ranges, Kinabatangan River & Mount Kinabalu. The hosts cycled the length and breadth of Sabah’s topography promoting importance of green & healthy living. With rocky landscape & difficult terrains in some parts of the journey, it wasn’t feasible to travel on bicycles and that’s where we integrated D-Max. When the hosts reached a difficult terrain, they loaded their bicycles on to the Isuzu D-Max & navigated rivers and mountains with equal ease, demonstrating D-Max’s capabilities & versatility. We further ran branded in-show promos to educate consumers about D-Max & its features.
Results and Effectiveness
A first of its kind TV Integration helped us reach core target audience of 2.6 million and garnered RM50K in earned media. D-Max’s sales increased by astounding 20% MoM. And that’s how we used BICYCLES TO SELL PICKUP TRUCKS.