The initial situation
New model, new target group: With the new D-MAX 2020, ISUZU has changed its strategy and, with the help of modern driver assistance systems and a comfortable equipment series, no longer wants to appeal only to commercial customers.
For the product launch, the target group should therefore be expanded in order to convince private users that the D-MAX is not (any longer) a pure commercial vehicle.
This was mainly done by advertising test drives in Germany and Austria as well as setting up social media channels (Facebook & Instagram) – initially in Germany and Austria, and later also in the Czech Republic and Slovakia.
A new communication strategy has been established as a major tie-in across various media and channels, in line with ISUZU’s new direction. Within this framework, cross-cutting packages of measures have been implemented.
Brush-Up of the corporate design
Point of sale material
Online marketing campaigns
Social media marketing
Especially in the organic social area, we were able to leverage the already large fanbase to increase engagement with the brand and drive buying interest in the relevant target audience.