Volkswagen and DDB Sydney have created a Mad Max style prototype, breaking all boundaries in traditional ute advertising.
The Amarok V6 is the most powerful ute in its class and the Volkswagen Commercial Vehicles team tasked DDB Sydney to create a campaign that brought the ‘fun’ back into driving a 4×4 ute and at the same time challenge some flawed perceptions around the Volkswagen Amarok.
The resulting campaign saw the creation of a powerful, off road performance vehicle, the ‘Korama’, that looked like it belonged in the Dakar Rally, but actually hid a full production Amarok V6 model underneath.
Marketing manager Ralph Beckmann said following the success of the ‘Naked Ute’, the campaign DDB Sydney created for Volkswagen earlier in 2016, they briefed the agency to continue to disrupt the ute category and get rid of Amarok’s old image for good.
“We couldn’t be happier with the campaign, it has everything we wanted – a great demonstration of power, real Australians enjoying the Amarok and a big surprise at the end,” Beckmann said.
DDB Sydney chief creative officer Ben Welsh said it was one of the most ambitious projects he’d ever worked on.
“It took trust and collaboration to turn a great idea into an amazing experience. And it all started when our client came back from a test drive with their hearts still pounding,” Welsh said.
The campaign was created in partnership with Will O’Rourke/The Glue Society – the team who also worked on ‘The Naked Ute’. The first step was to design and build the Korama, without compromising on the performance of the vehicle. Initial sketches were created by the designer behind the Mad Max vehicles in ‘Fury Road’, a model was made and then it was straight into construction.
Four motoring enthusiasts who fancied that they knew a bit about power were recruited to give the manufacturer feedback before the truth was revealed.
The Campaign kicked off with a launch film laying out the story through social channels, supported by some digital work, outdoor and print. TVCs will follow in the second phase of the campaign, which will be rolled out in early 2017.
The campaign has recently commenced via Facebook and Youtube.
Client – Volkswagen Commercial Vehicles
Product Marketing Manager
Retail and Digital Communications Manager
Agency – DDB Sydney
Chief Creative Officer
Senior Art Director
Senior Art Director
Creative Technology Director
Chief Strategy Officer
Head of Integrated Content
Social Content Producer
Social Content Editor
Senior Print Producer
Social Comms Manager
Social Content Manager
Head of Technology
Dan Mulligan, Will Kerr
Production Company – Will O’Rourke
Car Design and Project Directors
Jonathan Kneebone, Luke Nuto
EP/Head of Projects
Behind the Scenes
Post Production – The Glue Society
Sound – Rumble Studios