The Sanford Partnership has just launched the all-new Ignis, Suzuki’s latest entrant into the small car market.

Ignis is a different kind of car and difficult to pigeon hole. It’s a small city hatch, but with its high riding design, can also claim to be a light SUV. It’s visually striking, great value for money and comes with a range of unique personalisation accessories that lets consumers style the car to suit their own taste. It is quite simply “Unlike Anything”, and that is the positioning we developed.

Using footage shot overseas, the agency put together a number of TVC’s highlighting the small cars performance and key features. Press, direct mail, online and OOH was also developed and promoted Ignis’s youthful personality and vibrant colour options. Street posters were added to the mix to reflect the cars urban design and street cred.

Suzuki have set aggressive monthly sales targets for Ignis and initial customer enquiry figures are extremely positive.