Korama
Volkswagen
Issue 43 | June 2017
Agency
DDB Sydney
Creative Team
Chief Creative Officer: Ben Welsh Creative Partners: Vincent Osmond, Jade Manning Senior Art Directors: Ronojoy Ghosh, Richard Apps Senior Art Writers: Jeff Galbraith, Rich Taylor Creative Technology Director: Shaun O’Connor
Production Team
Production House: Will O’Rourke Car Design + Project Director: The Glue Society’s Jonathan Kneebone and Luke Nuto Managing Director/EP/Head of Projects: Michael Ritchie and Josh Mullens Production House Producer: Ian Iveson, Jasmin Helliar Production Designer: Enzo Lacono DOP: Peter Eastgate Sound Design: Rumble Studios Composition: Rumble Studios
Other Credits
Managing Partner: Amanda Wheeler Business Director: Astrid Noble Business Manager: Madeleine King Chief Strategy Officer: Fran Clayton Head of Integrated Content/EP: Sevda Cemo Social Content Producer: Isabella Harris Social Content Editor: Fraser Kelton
Date
November 2016
Background
Volkswagen was about to introduce the Amarok V6, the most powerful pick-up truck in its class. But research had shown that Aussie blokes couldn’t look past its European styling and see it for the class-leading truck that it was. So, the challenge was to find a way to get the audience to experience the power of the new Amarok V6 without any preconceptions.
Idea
If Aussie drivers were judging the pick-up by its cover, the task was to change the cover. The idea was to enlist the help of Mad Max concept designer, Peter Pound, and build a completely new shell for the Amarok V6. It oozed performance and now looked just as mean as the V6 engine that powered it.
Now, with an unrecognisable, camouflaged beast spy shots were leaked to popular blogs and websites. Editorial media channels spread the word and soon news of a mystery prototype being tested in the Australian bush appeared on blogs, forums and car spy sites across the globe. Debate ignited as rev heads guessed which company could be behind the tough new vehicle.
Then to prove their capabilities they posed as an anonymous vehicle manufacturer and invited four unsuspecting performance enthusiasts to put the prototype to the test. With no preconceptions holding them back, the drivers were amazed by its power but were even more surprised when it was revealed that this mean off-roader was actually the Amarok V6 in disguise.
Next, everyone who engaged with the leaked footage of the prototype was retargeted, it was revealed that the powerful mystery vehicle was in fact an Amarok V6.
Results
Not only was the launch of the new Amarok V6 announced, generating a significant amount of intrigue and excitement but also sold some utes were sold. The Amarok V6 model made up 38% of the Amarok sales in the first month and has broken Amarok sales records every month since launch