Volkswagen
How we got Australia talking about a mystery prototype that didn’t exist.
The Problem
The Amarok V6 is the most powerful ute in its class. But Aussies blokes couldn’t look past its European styling and see it for the class-leading ute that it was.
The Solution
If Aussie drivers were going to judge our ute by its cover we had to change the cover.
1. CREATING THE PROTOTYPE
We built a completely new shell for the Amarok V6 that made it look as mean as the V6 engine that powered it.
2. LEAKING THE PROTOTYPE
Next, we leaked spy shots of the 'mystery prototype' to editorial media channels, igniting excitement and debate amongst performance enthusiasts.
3. TESTING THE PROTOTYPE
While the debate continued, we invited four unsuspecting performance enthusiasts to put the prototype to the test. With no preconceptions holding them back, the drivers were amazed by its raw power.
4. REVEALING THE PROTOTYPE
We then revealed the identity of the prototype by retargeting our audience online, changing the conversation from a powerful prototype to the powerful Amarok V6.
