Volkswagen: The Naked UTE - Tough Comes From Within

This case study explains how Volkswagen increased sales of its Amarok truck model in Australia by challenging perceptions of the truck in an initially unbranded campaign targeting tradespeople.

Advertiser: VolkswagenAgency: DDB SydneyCountry: Australia

Objectives

From a commercial perspective we had three defined objectives:

  1. Grow sales volume 2% YOY
  2. Market Share: Maintain 5% market share.
  3. Move prospective buyers through the path to purchase. Specifically (for Q1.16) 1110 brochure downloads and 154 dealer contacts

Our marketing objectives were also threefold:

  1. Shift the brand from high-end niche to mainstream without compromising Volkswagen equity. We would need to drive volume without heavy discounting.
  2. To add to the challenge, the Amarok was nearing the end of its product life cycle. In most cases this is a time to...

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