But to truly understand what the Amarok is capable of and just how tough it is, potential customers need to experience the vehicle firsthand.
Unfortunately, test drives tend to take place in the city, where the Amarok is driven on tarred roads and without a payload.
We needed to find a unique way of allowing test drivers to experience what the Amarok can do.
We documented these test drives as they delivered urgent supplies to communities in hard-to-reach places and then launched promoted videos in targeted environments to encourage potential test drivers to sign up online or at their nearest dealership.
This project is still in motion and expanding across the country, as more and more dealerships get involved.
And with every test drive being documented, new content is continuously being created and shared in order to further promote participation in our campaign.
This helped to create awareness and further promote the campaign.
With the help of toolkits, dealerships were also able to help drive awareness and participation.
Cannes Lions - 1 x Shortlist
Loerie Awards - 1 x Silver, 2 x Bronze