In order to communicate the Suzuki Swift's bold, hip and attractive attitude we decided to use a non-traditional medium, as the target pays little attention to traditional ones such as Print/Radio/TV. We decided to go where the target moved around with something that would surprise them and catch their eye, with a message in a code only the core target would decipher.

To date the car is positioned as the best sold vehicle in its category. Those interested in buying a Swift right now have to register on a waiting list.

A life-size sticker of the car was placed in the windows of boutiques in popular malls. We negotiated with the stores to have their own mannequins dressed up with skirts. The only difference was that they had to wear panties around their ankles to give the impression that they fell upon the car passing by. Cultural Insight: In the Dominican culture the concept of Bajapanty or the rough translation “Panty-Dropper” is widely used in regards to hot cars so nice that it makes the girls pull their panties off right away.

The fact that the ambient was located in 10 stores in the most popular malls in the Dominican Republic and, because it was based on a deep-rooted insight in Dominican culture, the advertising generated a word-of-mouth so big people would go to the mall just to see it and take pictures of it. The vehicle was targeted to 18 to 25 year olds, specifically males. Some people put up pictures of the ambient in their blogs and their social network profiles, gaining free press.