AMC DMCC has launched a 360° integrated campaign for the all-new Suzuki Dzire in the UAE, positioning the vehicle to appeal to both business and individual buyers. The campaign was created for Al Rostamani Trading Company to support the brand’s ongoing positioning in the compact sedan category.
Titled Drive Your Dzire, the campaign carries a dual narrative – Drive Business Success with Dzire targets fleet and commercial audiences, while Drive Your Ambition with Dzire is aimed at younger, first-time car buyers and small families.
Segmented strategy and audience focus for Dzire
The strategic framework was designed with an 80:20 focus on B2B versus B2C, reflecting the vehicle’s relevance as a fleet option for government agencies, rental companies, and corporate clients. At the same time, the campaign maintained consumer-facing visibility to build awareness among urban professionals seeking practical and cost-effective cars.
AMC DMCC developed two visual identities to align with the campaign’s dual messaging. For B2C audiences, the car was shown in stylised urban settings with youthful casting. For B2B, the visuals leaned into efficiency and reliability, using simplified, professional imagery with subtle regional cues.
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Omnichannel media mix and performance
Execution spanned a mix of digital, out-of-home, and direct channels. The digital plan included Meta, TikTok, YouTube and LinkedIn, supported by programmatic buys and listings on Dubizzle. Direct marketing was implemented via email and WhatsApp to reach priority fleet leads using first-party data.
Out-of-home placements focused on Dubai’s Deira district, while a series of influencer partnerships were used to demonstrate real-world use across audience segments, including students and working professionals.
The campaign is currently live, with initial engagement metrics pointing to positive traction across influencer and direct outreach channels. WhatsApp remarketing has been highlighted as a potential driver of qualified leads, particularly for business enquiries.
Credits
Creative Director: Imran Mohideen
Account Director: Bernard Mukhia
Sr. Copy Writer: Samir K Shaji
Sr. Arabic Copy Writer: Yahia Elshamy
Art Director: Mohamed Fahim
Motion Graphics: Abdul Rahman
Media: Sachien Joy & Yahiya Salih
