The Amarok is a relative newcomer to the South African pickup market. It’s a very competent off-road vehicle and it can carry a one-ton payload. But to truly understand what the Amarok is capable of and just how tough it is, potential customers need to experience the vehicle firsthand. Unfortunately, test drives tend to take place in the city, where the Amarok is driven on tarred roads and without a payload. We needed to find a unique way of allowing test drivers to experience what the Amarok can do.

Amarok Social Test Drives allow dealerships to provide the first ever link between thousands of potential pickup customers who want to test drive a vehicle in a robust way that really demonstrates what it can do, and communities who desperately need those pickups to do vital work for them. The campaign gives the Volkswagen Dealer Network a unique advantage when it comes to connecting with potential Amarok customers and building bridges in their communities. 

With the help of toolkits, dealerships were also able to help drive awareness and participation.

We have caught the attention of many potential test drivers who were directed to a simple and easy-to-use microsite which further explains the campaign, and allows visitors to view completed deliveries and participate in a way that suits them best. Visitors have the option to take a test drive that counts, request to make a delivery to a specific community in need, or even to donate supplies. We have had 11600 responses thus far.

Case Study