ABOUT

Test drives tend to take place in the city, where the Amarok is driven on tarred roads and without a payload. To give test drivers the full Amarok experience, we harnessed its off-road ability and carrying capacity, and turned ordinary test drives into test drives that matter. We did this by facilitating the distribution of urgent supplies to some of the many communities in South Africa that lack essentials because they are located in hard-to-reach places.

To generate interest and test drive sign-ups, we required the help of our dealership network. So we sent targeted dealers bespoke toolkits to help them turn potential test drivers into Social Test Drivers. The kit came in the form of a large packing box with a customized design. Inside the box was a single bottle of drinking water, designed to mimic the original product we intended on delivering to communities in need, but was modified to carry a strong call-to-action to encourage participation. The water bottle was housed in a removable tray inside the boxes, which once lifted, revealed another level inside. Here the dealer found a recessed poster tube containing a dealership poster. The poster promotes awareness and encourages both consumers and dealers to get involved in the project. These dealer toolkits were then placed on display within dealerships to garner more interest and uptake from potential test drivers.

Thus far, we have had approximately 16000 responses, and have turned 4683 test drive kilometres into 4683km that matter, by delivering essentials such as drinking water to drought-stricken areas, supplies to struggling entrepreneurs, care packages to
vulnerable communities, and textbooks to rural schools.