Overview
Suzuki sought to increase brand awareness and consideration in a highly competitive automotive market, where it lagged behind larger competitors in top-of-mind recall.
To address this, Suzuki partnered with The COOL Company to run a BVOD (Broadcast Video on Demand) campaign and measure its effectiveness across awareness, recall, and consumer action.
Strategy
The COOL Company deployed a BVOD campaign to maximize visibility and measure impact—combining premium video exposure with robust measurement and a campaign effectiveness study to quantify its role in driving awareness and consideration.
The campaign included:
- High-impact video placement: Leveraged BVOD as a primary channel to drive stronger ad recall versus other digital channels
- Cross-channel measurement: Conducted a campaign effectiveness study (CES) to track awareness, recall, sentiment, and action
- Audience insights: Captured qualitative and quantitative feedback to understand ad perception and messaging impact
- Benchmarking performance: Established baseline metrics for brand awareness and recall to inform future campaigns
- Always-on recommendation: Used findings to guide a sustained brand-building approach
Results
The COOL Company helped Suzuki prove that BVOD is a high-impact channel for driving awareness, recall, and consideration—turning brand campaigns into measurable performance drivers.
- Strong ad recall performance:
- 21% ad recall on TV / BVOD—demonstrating that BVOD had higher brand recall compared to YouTube, Social, OLV and Out-Of-Home.
- Increased brand consideration:
- 45% of exposed viewers were more likely to consider Suzuki for their next purchase
- Meaningful audience engagement:
- 31% of viewers took action after seeing the ad (e.g., researching, comparing, or recommending)
- Clear performance benchmarks established:
- Identified baseline awareness (2% top-of-mind) and recall metrics to guide future optimization
- Channel effectiveness validated:
- BVOD outperformed other channels in recall and brand impact
