Amarok
Brand Advertising Strategy
Creating 150 tonnes’ worth of proof
Amarok. VW’s first pick-up. Designed to deliver 2.5 litres of power from a 2-litre engine. But how do you sell a smaller, more intelligent engine to a macho audience to whom brute force is everything?
We realised that it wasn’t going to be enough to explain the power of an intelligently designed engine. Instead we decided we were going to have to prove it.
Product Advertising Strategy
So we created an extraordinary experiment involving one 150 tonne 67ft steel tower, four unmodified Amaroks, demolition experts and some pretty strong rope.
Pulling down the tower linked knowledge with power in a way that could create social currency amongst our consumers and provide instant power credentials for the vehicle.
It created news and content to amplify the key claim of the launch advertising and formed the substance of an integrated campaign. The experiment generated 97 pieces of coverage and over 250,000 video views on YouTube - entering the top 10 most viewed videos on our launch day.
Client
Specialisms involved
Creating 150 tonnes’ worth of proof
Amarok. VW’s first pick-up. Designed to deliver 2.5 litres of power from a 2-litre engine. But how do you sell a smaller, more intelligent engine to a macho audience to whom brute force is everything?
We realised that it wasn’t going to be enough to explain the power of an intelligently designed engine. Instead we decided we were going to have to prove it.
Product Advertising Strategy
So we created an extraordinary experiment involving one 150 tonne 67ft steel tower, four unmodified Amaroks, demolition experts and some pretty strong rope.
Pulling down the tower linked knowledge with power in a way that could create social currency amongst our consumers and provide instant power credentials for the vehicle.
It created news and content to amplify the key claim of the launch advertising and formed the substance of an integrated campaign. The experiment generated 97 pieces of coverage and over 250,000 video views on YouTube - entering the top 10 most viewed videos on our launch day.
70M
Consumers reached over the total campaign
641K
Consumers engaged online
6:1
PR ROI achieved (doubled the 3:1 target)
81%
Of all test drive requests in May (new record of test drive requests)
