With motorcycle sales in the tank throughout the Southeast, the industry’s biggest market, Suzuki needed to figure out a way to move more metal—fast. With the research showing used bikes sales on the rise across the board and the competition gaining market share each season, this campaign was designed to do two things. First, get Suzuki’s name back in consumers’ minds with a wave of targeted outdoor that sold the pure joy of the riding experience as much as it teased their full line of bikes and ATVs. Second, we exclusively targeted the potential used bike purchaser through the industry’s number one resource for pre-owned merchandise—Cycle Trader. Half of these b/w ads touted gas efficiency and the love of getting your hands on a new bike. The other half compared the benefits of owning a pristine, technically superior, cost-friendly Suzuki over anything else on the page. Together with a strong dealer participation, we were able to not only halt their declining sales, but get ‘em turned around and heading in the other direction.