When Volkswagen wanted to show its Ute could take on Australia's tough conditions, it decided to strip it bare.
The fully integrated campaign, by DDB Sydney started with a week long TVC teaser featuring a “Naked Ute”, calling on the public to guess what vehicle it was. The TVC was supported by a social content campaign, showing four Ute lovers putting the “naked Ute” through its paces.
More than 100,000 viewers voted in an online poll to 'Guess the Naked Ute'.
This week, Volkwagen unveiled the identity of the “naked Ute” as the Volkswagen Amarok.
DDB Group Sydney chief creative officer Toby Talbot says the creative was designed to challenge the long-held perception of the Amarok as a city vehicle.
“We felt the most authentic way to challenge this perception was by stripping it bare and allowing pure performance to do the talking,” Talbot says.
“We took the Amarok and removed the badges, removed the luxuries and comfort previously synonymous with the brand and put it to the tough test in very rough conditions by staunch critics. You can’t argue with that.”
Volkswagen Commercial Vehicles marketing manager Ralph Beckmann says: “We believed many couldn't see beyond the Volkswagen badge and the good looking exterior.
“So we decided to take it away and the response has been phenomenal.
“In our first week alone, the engagement far exceeded our expectations and it also showed us that a lot of people know their Amaroks down to bolts, suspension, stance and even the shape of the rear window.”
The campaign was produced in partnership with The Glue Society/Will O'Rouke.