In 2011 Volkswagen Commercial Vehicles launched their new uber ute – the Amarok. Our challenge was to get Aussies excited about it in a category already full of 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 the unique Aussie conditions.  They looked at Volkswagen as being a stylish city brand…so the strategy was to highlight its “unmissable toughness”.

We set out to prove everything tough about the Amarok.  So we created a 1 hour TV special, The Rok Adventure.

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 of the Amarok along the way.

The program aired multiple times on the TEN Network and ONE HD during prime “Tradie” time. 

•    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

A Total Reach of 6.7 million people