SUZUKI SUPPORTS QUEENSLANDERS AFFECTED BY JIMNY OBSESSION
Announcement posted by Suzuki Queensland 16 Dec 2024
BRISBANE, QLD. DECEMBER 2024
Strike while the iron is hot, as they say…
Spurred by what is currently an 106% increase in year-to-date Jimny sales, Suzuki Queensland have doubled-down on a customer-first engagement platform that celebrates the cult status of Jimny across the Sunshine State.
In an approach that clearly demonstrates a brand that is at times, more than willing to play the long game, the "Jimniacs" Hub is aimed at fostering an even greater sense of community, among current Jimny owners and enthusiasts.
"We have such an inspiring group of 'local legends' across Queensland, who are madly passionate about the Suzuki Jimny and what it represents to them as an individual. We wanted to really amplify the status of these Jimny owners and reward their dedication and fanaticism in a unique way."
- Jake Tobin, Suzuki Queensland Marketing Manager
The Suzuki Jimny already has a number of official and unofficial community Jimny 'clubs' dotted around Queensland. These organisations have played an important part in the success and ownership experience of Jimny, via local teams such as JB74 QLD, NBS 4x4 and Zooks of CQ. New owner 4x4 training tips and demonstrations, meet ups, and general camaraderie all combine to offer Jimny owners that special local connection.
And now, all official "Jimniac" members are automatically part of something even bigger; part of an exclusive group and even more connected to a 'For Fun's Sake' Jimny community that extends across Queensland and Northern Rivers NSW.
"We have a cohort of owners who are relatively new to the Suzuki brand, who absolutely love to share their life and travel adventures through social media. Our "Jimniacs" Hub looks to tap into this, by enabling Jimny drivers the opportunity to share their content far and wide - as unofficial 'Jimfluencers' we like to call them. I guess it's part of the Queensland lifestyle, but there just seems to be an abundance of part-time (and full-time) content creators that seem to be drawn to the Jimny!"
- Jake Tobin, Suzuki Queensland Marketing Manager
The Jimniacs Hub will look to become the central platform to enable the roll out of several customer-centric initiatives, such as competitions, offers, merchandise drops and events.
https://youtu.be/FMaKquTV2tw?list=PLNyFpdEXLqOLvD9XdDA5DzY2t5M5BDiAv
Suzuki Queensland Dealerships
Dealerships across the State also have an opportunity to get involved.
Dealership comment: "The Jimniacs program perfectly represents our incredible Jimny customers and is a fantastic avenue for them to showcase their love for all things Jimny. It's all about fun, adventure, and individuality."
The campaign was pulled together via Suzuki Queensland and their web/creative agency partner V.I., who picked up what was at the time a "cool brand brief" and ran with it, as explained further by Managing Director Kieren Redpath:
"You don't often get a client as brave as Suzuki QLD, a product as cool as the Jimny, or an audience as passionate about it. Suzuki QLD are in the unique position of being free to go wild and lean into the passion of their community, and the Jimniacs Hub is the perfect way to capture this."
Jimniacs Ambassador
With local Queensland content featuring as the 'creative backbone' of the campaign, the brand worked with their lead ambassador and influencer Paris Recchi, to build assets to support the launch of the project. Within the ever-growing Jimny community, Paris and her alter-ego 'HerJimny' is well known for her solo adventuring spirit, while the brand is also looking to celebrate ongoing new 'Jimfluencers' throughout the campaign duration.
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For further information, please contact:
Jake Tobin
Marketing Manager
Suzuki Auto Co.
Katharine McKenna
Marketing Co-ordinator
Suzuki Auto Co.
katharine.mckenna@suzukiqld.com.au
Kieren Redpath
Director
V.I. Agency
Madeline Rosier
Senior Account Manager
V.I. Agency
About us:
In 1959, Suzuki Auto Co. became the first privately owned Suzuki distributor out of Japan. Suzuki Auto Co is the Queensland and Northern Rivers NSW distributor of new Suzuki motor vehicles, with a network of approximately 30 authorised Dealerships.