Volkswagen - Commercial Vehicles: Amarok Social Test Drive

Ogilvy & Mather Cape Town needed to demonstrate the full extent of the Amaro's off-road abilities in a way that city test drives simply can't. We also wanted to help the many communities in South Africa that lack essential supplies because they live in hard-to-reach places. In order to achieve this, we harnessed the off-road ability and carrying capacity of the Amarok to bridge the gap between dealers and communities in need, by turning everyday test drives into test drives that matter.

We documented these off-road test drives delivering urgent supplies like water to drought-stricken areas, and textbooks to rural schools, to create a series of online videos. These videos were then shared in targeted environments to boost sign ups online and in dealerships.This campaign gave test drivers the opportunity to get the full Amarok experience, and turned 4683 test drive kilometres into 4683km that matter.