Suzuki
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:
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High-impact video placement: Leveraged BVOD as a primary channel to drive stronger ad recall versus other digital channels
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Cross-channel measurement: Conducted a campaign effectiveness study (CES) to track awareness, recall, sentiment, and action
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Audience insights: Captured qualitative and quantitative feedback to understand ad perception and messaging impact
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Benchmarking performance: Established baseline metrics for brand awareness and recall to inform future campaigns
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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
