More than six months ago, Suzuki Queensland created a customer engagement platform to celebrate the cult status of its Jimny 4×4 across the state following a 106% increase in year-to-date sales.
The Suzuki automotive distributor for Queensland and the Northern Rivers region in NSW says it created the “Jimniacs” Hub to foster a greater sense of community among current Jimny owners and enthusiasts.
According to Suzuki Queensland and its dealers, in its short life the Jimniacs Hub has exceeded its engagement expectations. It has already successfully rolled several customer-centric initiatives, such as competitions, offers, merchandise drops and events.
“We have such an inspiring group of local legends across Queensland, who are madly passionate about the Suzuki Jimny and what it represents to them as an individual,” Suzuki Queensland marketing manager Jake Tobin says.
“We wanted to really amplify the status of these Jimny owners and reward their dedication uniquely,” he says.
With local content featuring as the creative backbone of the platform, Suzuki Queensland continues to work with its key brand ambassador and influencer Paris Recchi, to support content for the Jimniacs Hub.
Recchi and her alter-ego ‘HerJimny’ is well known for her adventuring spirit, and Suzuki Queensland is also looking to celebrate ongoing new ‘Jimfluencers’ on the platform.
The Jimniacs Hub and marketing campaign was pulled together by Suzuki Queensland’s web/creative agency partner V.I., who picked up a “cool brand brief” and ran with it according to managing director Kieren Redpath:
“You don’t often get a client as brave as Suzuki Queensland, a product as cool as the Jimny, or an audience as passionate about it,” Redpath says.
“Suzuki Queensland are in the unique position of being free to lean into the passion of its community, and the Jimniacs Hub is the perfect way to capture this,” he says.
The Suzuki Jimny already has several official and unofficial community Jimny ‘clubs’ dotted around Queensland. These organisations have played an important part in the success and ownership experience of Jimny, via local teams such as JB74 QLD, NBS 4×4 and Zooks of CQ.
New owner 4×4 training tips and demonstrations, meet-ups, and general camaraderie all combine to offer Jimny owners that special local connection.
All official Jimniac members are part of an exclusive group and connected to a ‘For Fun’s Sake’ Jimny community that extends across Queensland and Northern Rivers, NSW.
“We have a cohort of owners who are relatively new to the Suzuki brand but love to share their life and travel adventures through social media,” Tobin says.
“Our Jimniacs Hub taps into this, by enabling Jimny drivers the opportunity to share their content far and wide – as unofficial ‘Jimfluencers’ we like to call them.
“I guess it’s part of the Queensland lifestyle, but there just seems to be an abundance of part-time (and full-time) content creators that seem to be drawn to the Jimny,” he says.
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