In 2011 Volkswagen Commercial Vehicles launched their new uber ute – the Amarok. Our challenge was to get Aussies excited about the Amarok, in a category already populated by brands with existing heritage and proven performance.
The target audience of “Tradie” men aged 18 – 54 were sceptical; they thought a German ute wouldn’t be tough enough for Aussie conditions. They looked at Volkswagen as being a stylish city brand … so the strategy was to highlight its “unmissable toughness”.
So we set out to show everything that was tough about the Amarok. The first part of the two tiered campaign was to demonstrate the toughness of the vehicle. To do this, a 1 hour TV special, The Rok Adventure, was created.
The reality show starred two teams of “Tradies” recruited via a promo campaign on the TEN Network. The selected teams then travelled from the beach to the bush over 5 days, completing a series of challenges that highlighted the toughness and features of the Amarok along the way.
The program aired multiple times on the TEN Network and ONE HD during prime “Tradie” time, and the results were phenomenal.
• PERCEPTION UPLIFTS WERE DELIVERED IN BRAND TRACKING ACROSS ALL 4 KEY PRODUCT ATTRIBUTES
• OVER 200,000 WATCHED THE 1 HOUR SPECIAL
• 2.2 MILLION SAW THE CONTESTANT CALL OUT
• 4.3 MILLION PEOPLE SAW THE PROMOS
• 129,000 VIEWS ON YOUTUBE OF SHOW TEASER
Total Reach of 6.7 million people