Isuzu Motors D-Max Launch


Isuzu Motors Ltd. is a Japanese commercial vehicle, heavy truck and car manufacturing company, headquartered in Tokyo. There are over 200 Isuzu dealers in the UK.


The task was to reinforce Isuzu’s commercial credentials and reputation for reliability whilst focusing on the positioning that they are the ‘Pick-up experts’, as this was to be their sole product focus. Isuzu is in effect a ‘one product’ brand. Our role was to successfully create a brand for, and launch, their new truck, the D-Max, in the middle of a recession.


Because the brand and the product are effectively the same thing, the appeal of the brand must be based on the D-Max product strengths and expressed via the product communications. We focused on the ‘specialist’ angle for the Pick-up market and utilised the client’s commercial heritage to differentiate the brand. ‘Tough Times call for a Tough Truck’ became the strapline for this campaign – which included Trade advertising, Dealer POS and brochures, Radio ads and DM to Dealers. In addition to using traditional media, we also ran an ambient campaign to create some buzz around the D-Max. We selected places with a tough clientele such as tattoo parlours and fire stations and put a window sticker with a cheeky message, which is shown above.


  • • 10,000 sales leads generated before the main launch

  • • Footfall into dealerships increased by 65%

  • • Ambient activity shortlisted at the Creative Out Of Home Awards

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