The goal
Special pricing without the typical discount ad
Inchcape, distributor of Suzuki and Changan in Costa Rica, is a client of creative agency House Dentsu. For this campaign they needed to push special prices and terms — without falling into the discount ad nobody remembers or shares.
The challenge was to create content people actually wanted to watch, with enough hook to spread on its own.
The creative concept
An office kidnapping, played for laughs
House Dentsu proposed the idea for their client Inchcape: the dealership's own employees "kidnap" their manager — literally taping him to his chair with caution tape — until he approves every kind of better price and terms for Suzuki and Changan customers.
Ciudad Click handled the full audiovisual production of the campaign's three pieces: preproduction, production and postproduction, with the dealership's real team as the cast.
The outcome
A success that asked for a sequel
The campaign launched in early 2022 and worked so well that, later that same year in December, a second version was produced with a Christmas theme — same idea, now with holiday spirit.
Impact
Results you can see
Concept by House Dentsu
An office-humor idea, taken from the creative agency to full production.
Full production
Preproduction, production and postproduction of the three pieces, handled by Ciudad Click.
With the real Suzuki team
The cast was the dealership's actual staff, reacting to their manager's "kidnapping."
A campaign with a sequel
This first version's success led to a Christmas edition that same December.
Conclusion
The hook sells more than the discount
When the concept has a hook, you don't need to shout the price. A manager taped up in caution tape says more than any sale banner — and shares itself.
Related
Have you seen the Christmas version of this case?
