Spurred by a 106% increase in year-to-date Jimny sales, Suzuki Queensland has expanded its customer-first engagement platform to celebrate the vehicle’s cult status across the State.
In an approach that demonstrates a brand that is, at times, more than willing to play the long game, the ‘Jimniacs’ Hub aims to foster an even greater sense of community among current Jimny owners and enthusiasts.
“We have such an inspiring group across Queensland who are madly passionate about the Suzuki Jimny and what it represents to them as an individual. We wanted to amplify these Jimny owners’ status and uniquely reward their dedication and fanaticism,” Suzuki Queensland marketing manager Jake Tobin says.
Suzuki Jimny already has several official and unofficial communities scattered around Queensland. Through local teams such as JB74 QLD, NBS 4×4, and Zooks of CQ these organisations have played an essential part in Jimny’s success and ownership experience. New owner 4×4 training tips, demonstrations, meet-ups, and general camaraderie offer Jimny owners that special local connection.
Now, all official ‘Jimniac’ members are automatically part of something bigger: an exclusive group even more connected to a ‘For Fun’s Sake’ Jimny community across Queensland and Northern Rivers, NSW.
“We have a cohort of owners who are relatively new to the Suzuki brand and love to share their life and travel adventures through social media,” Tobin says.
“Our ‘Jimniacs’ Hub looks to tap into this by enabling Jimny drivers 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 seem to be many part-time (and full-time) content creators who seem drawn to the Jimny.
The Jimniacs Hub will aim to become the central platform for enabling the rollout of several customer-centric initiatives, such as competitions, offers, merchandise drops, and events. Dealerships across the State also have an opportunity to get involved.
The campaign was pulled together via Suzuki Queensland and their web/creative agency partner, V.I.
“You don’t often get a client as brave as Suzuki QLD, a product as cool as the Jimny, or an audience as passionate about it,” V.I managing director Kieren Redpath says.
“Suzuki QLD is in the unique position of being free to go wild and lean into the passion of their community, and the Jimniacs Hub is the perfect way to capture this,” he says.
Local Queensland content featured as the campaign’s creative backbone. The brand worked with its lead ambassador and influencer, Paris Recchi, to build assets to support the project’s launch.
Within the ever-growing Jimny community, Recchi and her alter-ego, HerJimny, are well known for their solo adventuring spirit. The brand also seeks to celebrate ongoing new ‘Jimfluencers’ throughout the campaign.
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