Suzuki GB has launched its nationwide Hayabusa ad campaign in spectacular fashion, with the third generation of the legendary hyperbike up in lights on the Cromination billboard, located on Cromwell Road in Earls Court, London. And the display not only showcases the new flagship Hayabusa to potential customers, but it also shines a spotlight on motorcycling for a wider audience, too.
The Cromination is one of the largest billboards in Europe, boasting 72m of screen space, with Suzuki’s new Hayabusa displayed brightly for over a full week, making it a fitting launch for the Japanese marque’s new halo machine.
With the new Hayabusa revealed at the beginning of February, the Cromination display was the perfect precursor to a wider integrated national campaign, running across owned, earned, and paid media and including further out-of-home in other major cities.
As units arrive in the country a national press test ride event will maintain momentum for the Hayabusa’s coverage and media exposure, with bikes arriving in authorised Suzuki dealerships from the end of March.
Ian Bland, Suzuki GB head of marketing, said, “The third generation Hayabusa heralds the return of an icon for Suzuki, and it is so widely known, recognised, and revered that its return really warrants a big splash; having it displayed proudly on the biggest drive-by ad platform in Europe is only fitting, and marks just the start of our marketing activity around the new machine. We’re ramping up our mainstream media advertising, ensuring it is heavily promoted in motorcycle-centric print and online media, plus via direct mail and email as well as our social channels and further digital billboards. And we’ve introduced some new functions on our website which allow customers to ‘register their interest’ or ‘reserve their bike’ to help keep them informed and enable them to secure one of the first bikes when they arrive. We’ve also already hosted an online reveal event for press and customers, and will be continuing our push for editorial media coverage in key sector and non-sector media through a riding launch and other product placement activity throughout the year. It’s a really exciting project for a really exciting product.”
The third generation Hayabusa manages to maintain the immediately recognisable aerodynamic silhouette that has made the original so iconic, while simultaneously redesigning it to be more angular, sharper, and more aggressive. New pistons, conrods, crankshaft and camshaft join a host of other engine changes to boost the spread of power throughout the lower rev ranges, which, allied to a number of new electronic systems make it the fastest-launching Hayabusa yet.
A three-stage launch control system and a bi-directional quickshifter are also allied to a 10 stage, lean-angle sensitive traction control system, a lean-angle sensitive ABS system which is has linked front and rear brakes, three power modes and four engine brake control settings, plus cruise control and an active speed limiter to give the Hayabusa a comprehensive suite of electronics. A revised chassis saves weight and improves agility and poise.
The original Hayabusa, launched in 1999, gave birth to the hypersport category by delivering unrivalled performance and went on to achieve cult status. The second generation came in 2008 and boosted both capacity and power, while a mid-term update in 2013 added new Brembo calipers and ABS.