ABOUT

With Brexit looming around the corner selling a pickup truck with a premium price tag to SME owners would be a difficult task.

I centred the strategy around an audience insight - SME owners want vehicles that reflect upon their business. The Amarok was to be positioned as a luxury, almost unnecessary, purchase in our communications in a way that stood out from the overly macho tones of the pickup market.

The result was a multichannel campaign that delivered 67% more link clicks than planned. I was also able to maximise organic reach with 2 teaser posts that generated an organic reach of over 350,000.