VW Amarok

 

VW created a 2L pick up truck with engineering so clever, it has the power of a 3L engine. We launched the new VW Amarok with this simple but powerful message - 'Knowledge is power'. 
 

With ‘Knowledge is power’ as the platform, we created a teaser and launch campaign to bring this proposition to life. Anticipation in the industry was high and there were a lot of hype and rumours that VW were about to launch a commercial pick up truck, so we started the campaign by quietly launching a beautiful digital teaser film. It so effective, it whipped up a veritable social media and PR tornado, earning VW huge amounts of earned media.

 

The rest of the campaign followed on posters, in press, across multiple digital formats and dealership communications, as well as a stunt created by Shaun Mcilrath. It sold out within months and VW are still attending to a backlog of orders.