The Volkswagen Amarok was a newcomer to the Australian market, but because of its sleek European styling, hardcore Aussie blokes didn’t think it was tough enough to cope with Australian conditions. So, because people were judging the Amarok by its cover, our solution was to remove the cover. We stripped the Amarok of everything that identified it, forcing Australians to judge it on performance alone.
We launched with a national unbranded campaign on broadcast channels as well as social media, asking Australia to guess what they thought The Naked Ute was.