THE NAKED UTE
Case Film
Presentation Image
| Title | THE NAKED UTE |
| Brand | VOLKSWAGEN |
| Product / Service | AMAROK |
| Category | A03. Cars & Automotive Products & Services |
| Entrant | REVOLVER/WILL O'ROURKE Sydney, AUSTRALIA |
| Idea Creation | DDB Sydney, AUSTRALIA |
| Production | REVOLVER/WILL O'ROURKE Sydney, AUSTRALIA |
Credits
| 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.