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Amarok
By Ella Newell and Georgia Phillips-Cron
The Insight
The insight in our campaign is based on the share
value and the product offering of the Volkswagen
Amarok. We analyzed what features the new 8
speed auto Amarok offered such as: superior
wading depth, side slope angle, and hill climbing
ability, and wanted to emphasis how these make
the Amarok smarter than the competition. We
also wanted to demonstrate how much more you
can achieve with the Amarok; that it can meet
the specialized needs of the southern audience.
The Idea
The idea we have chosen is to visually and simply
communicate the best attributions of the
Amarok. We have done this by showing other
vehicle such as a boat, army truck and sports car,
which in some way have a similar characteristic to
the Amarok. The writing “ Climb. Swim. Brag” is a
nod to what you can accomplish if you own an
own Amarok. You can climb steeper mountains
and wade through deeper river, and because of
the aesthetically pleasing design of the car, you
will still want to brag it to your friends.
The Behavioral Change
This ad will raise awareness to the points of
difference, and exciting features of this vehicle.
The ad will inspire the southern market to go
further and accomplish more with this car. The
viewer will be curious as to what exactly the
“swim” and “climb” elements really mean, so will
scan the QR code to go and find out more, which
can lead to serious interest, sign ups for test
drives and potentially a purchase decision.
The Mobile app
The app we are using is an informative and utility app to
give consumer more information about the product. The
app is similar to a Volkswagen website, but with the
Amarok as the sole focus. Under each heading, the user will
experience video, image and information about the nuts
and bolts of the product, and how they will be able to drive
it.
Under the “Brag” heading- users can get a better view of
the design and layout of the Amarok with a 360-degree
high resolution image. The “ Swim” heading will led to
demonstrations and explanations of the Amarok’s wading
ability. And the “Climb” heading illustrates further off-road
ability, including the torque and hill-climbing potential.
The Mobile App Cont.
Most importantly there will be a link where people can
a Google map link to find the nearest Amarok
dealership. There will also be a link to sign up for a test
drive direct on the website, where users can enter
there details and make it happen.
The app interacts closely with the ad, as it the ad
evokes curiosity about the product and it’s abilities and
the app gives you that information. The positioning of
this ad in the Otago Daily times is also perfect for the
target market of the car. The audience will want to
more detail regarding: “Climb. Swim. Brag” and will
scan the QR code on the news paper.
The App
The Power of Context
This ads value to the situation as this campaign
explicitly identifies why one should buy this vehicle.
It provokes consumers to think that they can
accomplish more and that the impossible is possible
with this vehicle. In terms of marketing automobiles it
is essential to state the features that make it different.
This campaign accomplishes this but in a nature true to
the Volkswagen tone and style.
The ad creates understanding and intrigue, and the app
demonstrates the Amarok’s true potential. The
consumer doesn’t have to do any hard work, because
we have done it for them.