Volkswagen

How we got Australia talking about a mystery prototype that didn’t exist.

The Problem

The Amarok V6 is the most powerful pick-up truck in its class. But Aussies blokes couldn’t look past its European styling and see it for the class-leading truck that it was.

The Solution

If Aussie drivers were going to judge our truck by its cover we had to change the cover.

1. CREATING THE PROTOTYPE

2. LEAKING THE PROTOTYPE

Next, we leaked spy shots of the 'mystery prototype' to editorial media channels, igniting excitement and debate amongst performance enthusiasts.

3. TESTING THE PROTOTYPE

4. REVEALING THE PROTOTYPE

The Results