The Amarok’s sleek European styling led people to believe
that it was too precious to handle tough Australian conditions

Solution

We stripped the Amarok of everything that identified it,
forcing critics to judge it on performance alone.

We asked some of the Amarok’s greatest sceptics to guess
what it was, while the public guessed along with them.

We then revealed that the tough Naked Ute was actually the Volkswagen Amarok, challenging their prejudices, perceptions and outdated opinions on how the Amarok really performs.

Results

A total reach of 7.7 million with 125,000 unique visitors to our unbranded website, more than 24,000 guesses and an an immediate uplift in sales.