The naked ute revealed: The Volkswagen Amarok unveils new integrated campaign via DDB Sydney

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NakedUtePackSHot[2] (1).jpgCB Exclusive – It is tough, it is structurally and technologically one of the best, its engineering is second to none, it has now been proven on the roughest terrain by the toughest of critics and it was naked. No one knew what badge it bore.

 

Over the past week Australians have been asked to ‘Guess the Naked Ute’ via a teaser campaign via DDB Sydney, on television, social and online, with more than 100,000 ute lovers voting in an online poll.

NakedUteActionShot[2] (1).jpgThe big reveal of the campaign came yesterday when Volkswagen Commercial Vehicles unveiled the identity of the highly talked about Naked Ute – the Volkswagen Amarok.

 

Says Toby Talbot, chief creative officer, DDB Group Sydney: “Australians long held the perception the Amarok was a city ute. We felt the most authentic way to challenge this perception was by stripping it bare and allowing pure performance to do the talking.

 

“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.”

 

DDB deputy ECD Cam Hoelter said the agency jumped at the chance to show that a ute engineered in Germany had all that it takes to take on Australia’s tough conditions.

 

Says Hoelter: “Blind taste tests have always been used to challenge preconceptions of products in advertising. But never when it comes to cars. So we asked what if people couldn’t judge the Amarok by it’s cover, but by performance alone would they reconsider what they thought of it?”

 

The Naked Ute is a fully integrated, through the line campaign and was launched via TVC, print and digital as well as a highly successful content campaign delivered primarily through Facebook.

 

The campaign started with a week long teaser period with a stripped back ‘naked ute’ featuring in a 15″ TVC that called on the public to ‘Guess the Naked Ute’. This was supported by a promoted social campaign that had separate content whereby viewers were introduced to four Aussie ute lovers who put the “Naked Ute’ through its grueling paces. New content was rolled out each day driving traffic to thenakedute.com to vote or view more.

 

Says Ralph Beckmann, marketing manager, Volkswagen Commercial Vehicles: “We wanted to really challenge some of the misconceptions around Amarok and develop a disruptive campaign to bring this to life.

 

“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’Rourke with Matt Devine directing the TVCs and Jonathan Kneebone taking on the content challenge.

 

The campaign moved into its full integrated reveal phase on Sunday (January 31) with a 30sec TVC and new social content supported by online and print.

MARKETING MANAGER: Ralph Beckman

PRODUCT MARKETING MANAGER: Nick Reid

MARKETING COMMUNICATIONS DIGITAL SPECIALIST: Emma Johnson

CHIEF CREATIVE OFFICER:Toby Talbot

DEPUTY EXEC CREATIVE DIRECTOR: Cam Hoelter

SENIOR ART DIRECTOR: Jade Manning

SENIOR WRITER: Vincent Osmond

DESIGNER:Domenic Bartolo

MANAGING PARTNER: Amanda Wheeler

BUSINESS DIRECTOR: John Larkin

BUSINESS DIRECTOR: Astrid Noble

BUSINESS MANAGER: Chelsea Riddington

STRATEGIST: Fran Clayton

HEAD OF INTEGRATED CONTENT: Sevda Cemo

SENIOR PRODUCER: Claire Seffrin

DIGITAL SNR BUSINESS DIR: Parker Mason

CONTENT CREATOR: Robert Crispe

SOCIAL CONTENT CREATOR: Liana Rossi

CREATIVE TEC DIRECTOR: Shaun O’Connor

EXECUTIVE DIGITAL PRODUCER: Sora Nobari

SNR DIGITAL PRODUCER: Jdy Lau

DIGITAL PRODUCER:Will Kerr

FRONT END DEVELOPER: Sarah Hawes

FRONT END DEVELOPER/DESIGNER: Jennifer Wong

SENIOR PRINT PRODUCER: John Wood

SOCIAL COMMS MGR: Salil Kumar

PRODUCTION PARTNERS:

PRODUCTION HOUSE: Will O’Rourke

DIRECTOR TVC: The Glue Society’s – Matt Devine

DIRECTOR CONTENT: The Glue Society’s  – Jonathan Kneebone

MANAGING DIRECTOR/ EP : Michael Ritchie

EP /HEAD OF PROJECTS: Josh Mullens

PRODUCER: Serena Paull

DOP: Ryley Brown

POST PRODUCTION:

TV/CONTENT EDITOR: Luke Crethar

COLOURIST: Yoomin Lee

POST PRODUCTION CONTENT: The Glue Society

POST PRODUCER: Scott Stirling

TV/VFX POST PROD: Heckler Films

EP POST/VFX PRODUCER: Will Alexander

POST PRODUCTION VFX/TV: Bonnie Law

PHOTOGRAPHY/SOUND:

SOUND COMPANY: Sound Reservoir

CREATIVE/SOUND ENGINEER: Paul Taylor

PHOTOGRAPHY: Janyon Boshoff

RETOUCHING: Limehouse creative

LIBRARY MUSIC: AMCOS

LIBRARY MUSIC: AUDIONET

MEDIA AGENCY: MEDIACOM