Bronze Spike

Case Film

Presentation Image

Product / ServiceAMAROK
CategoryA03. Cars & Automotive Products & Services
Idea Creation DDB Sydney, AUSTRALIA


Name Company Position
Sora Nobari / Jdy Lau DDB Sydney Executive Digital Producer / Senior Digital Producer
Sarah Hawes / Jennifer Wong DDB Sydney Front End Developer / Front End Developer/Designer
The Glue Society's Jonathan Kneebone Revolver/Will O'Rourke Director Content
Ryley Brown Revolver/Will O'Rourke Director of Photography
Toby Talbot DDB Sydney Chief Creative Officer
Cam Hoelter DDB Sydney Deputy Executive Creative Director
Jade Manning / Vincent Osmond DDB Sydney Senior Art Director / Senior Writer
Domenic Bartolo / John Wood DDB Sydney Designer / Senior Print Producer
Amanda Wheeler DDB Sydney Managing Partner
John Larkin / Astrid Noble DDB Sydney Business Director
Chelsea Riddington / Fran Clayton DDB Sydney Business Manager / Strategist
Sevda Cemo DDB Sydney Head of Integrated Content
Claire Seffrin DDB Sydney Senior Producer
Parker Mason DDB Sydney Digital Senior Business Director
Robert Crispe / Liana Rossi DDB Sydney Content Creator / Social Content Creator
Shaun O'Connor / Will Kerr DDB Sydney Creative Tec Director / Digital Producer
Salil Kumar DDB Sydney Social Comms Manager
The Glue Society's Matt Devine Revolver/Will O'Rourke Director TVC
Michael Ritchie Revolver/Will O'Rourke Managing Director/Executive Producer
Josh Mullens Revolver/Will O'Rourke Executive Producer/Head of Projects
Serena Paull Revolver/Will O'Rourke Producer
The Glue Society's Luke Crethar Revolver/Will O'Rourke Editor
N/A The Glue Society Studios Post Production
Scott Stirling The Glue Society Studios Post Producer
Yoomin Lee N/A Colourist
N/A Heckler TV/VFX Post Production
Will Alexander Heckler Post/VFX Executive Producer
Bonnie Law Heckler Post/VFX Executive Producer
N/A Sound Reservoir Sound Company
Paul Taylor Sound Reservoir Creative/Sound Engineer

The Campaign

We had to prove that Tough Comes from Within. It’s about whats inside that counts. And the best way to convey this was to strip away everything and let their unidentified vehicle speak for itself. Against the toughest critics – other passionate brand Ute owners.

Creative Execution

We stripped back the Volkswagen Amarok and then had the toughest critics put it to the test themselves. This meant they were able to test drive it – and provide their straight up opinions and comparisons of its performance to their own (brands of competitors’) Utes. Across the board the Ute lovers were impressed and surprised that the unidentified vehicle they had been driving was in fact a Volkswagen Amarok. We captured all of this and created a series of content films that were rolled out across all mediums as well as a cinematic TVC to showcase the toughness of the Amarok.

Describe the success of the promotion with both client and consumer including some quantifiable results

- The teaser TVC reached 1.5million M25-54 and the reveal TVC reached 3.5million of the same group. And over 2.6million viewers online saw both the teaser and reveal in the social channel. - The results increased web traffic by 149%, in turn increasing website brochure downloads by 65%, dealer contact by 35% and finally leading to a 21% in Amarok sales YoY which is significant growth. - In terms of longevity of the built Naked Ute itself, the Naked Ute lives on and tours dealerships in high demand. It also visits Car and Truck trade shows and most recently was the star at a 4WD competitive event in rural Victoria.

Explain why the method of promotion was most relevant to the product or service

The success of this work relied on the public's response to a number teaser films which featured the ultimate blind taste test. We stripped bare a Volkswagen Amarok, took away its badges, interior detailing and even the panelling – the left the vehicle in its purest form and allowed Ute drivers put it to the ultimate test. The campaign began with short teasers across television, social & online with more than 100, 000 ute lovers voting in an online poll. After 1-week the identity of the Naked Ute was uncovered in our TVC reveal. The fact that they were proud owners of competitive vehicles meant the value of their opinions to the project was paramount.

Don’t let your preconceptions make decisions for you. Don’t judge a book by its cover.