The Legend Returns

A high-performance campaign at every turn.

After its 1999 debut, the Suzuki Hayabusa quickly established itself as the world’s most iconic sportbike. When it came time to launch the next generation of their flagship motorcycle—the quickest, most technologically advanced, and aerodynamic Hayabusa yet—Suzuki wasn’t about to idle in neutral.


To establish Hayabusa’s dominance in the sportbike category, Suzuki partnered with Questus to create a high-performance, fully-integrated campaign that was every bit as electrifying as the bike itself.

Exceeded pre-order sales goals

250%

Throttling up a full-funnel approach.

The 2022 Hayabusa was redesigned from the ground up. With that in mind, Questus took a similar approach, building a full-funnel launch campaign with a content and data-first initiative, pushing users down the funnel and into dealerships. To do this we utilized multiple channels, including digital, social, TV, print, email, in-store, and events to announce the highly-anticipated release of the iconic motorcycle. Leading with dynamic, aggressive, speed-focused imagery and messaging, we communicated to riders that this was a bike designed to stand out, express their personal style, and, most importantly—own the street.

49%

Increase in website traffic to Hayabusa pages
Striking audiences with an aggressive strategy.

With a finely-tuned strategy and powerful story to tell, we accelerated Hayabusa’s launch by reaching the right audiences in the right spaces along their journey. Our full-funnel approach and ambitious media plan delivered timely and valuable content, not only generating enormous buzz, but incentivising customers to be the first to own the all-new Hayabusa.


To date, the Hayabusa relaunch campaign not only met goals, it blasted past them in true Hayabusa fashion. We saw an immediate impact from all corners of the motorcycling world. The campaign drove over 95M impressions, resulting in a video completion rate of 81% and driving over 39,000 dealer actions.  Proving that nothing runs better than a well-oiled machine.

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Releasing the Hayabusa back into the wild.

We turned heads and set the world abuzz with the launch of the iconic Hayabusa.