Rammed with confidence: how Volkswagen T-ROC stood out from the crowd

This film tells the story of Volkswagen’s T-ROC launch, which took home ‘Best collaboration’ at the Thinkbox TV Planning Awards 2019.

In a cluttered category, VW needed to create stand out for their first ever Small SUV, the T-ROC. PHD and adam&eveDDB built a campaign which seamlessly connected creative and media to deliver an integrated launch strategy all anchored around being confident, and thus, Bam the Ram was born.

Results

• Customer demand outstripped supply and the T- ROC became the UK’s most successful Small SUV launch for 7 years – despite overall UK car sales declining -12% during its crucial launch period.
• T-ROC’s website became the most visited car model site of ANY car in the UK.
• Volkswagen’s YouGov Brand Index score hit its highest level for 2 years.
• VW brand consideration and purchase intent for the VW brand both increased considerably.

Learnings

• The campaign flexed to utilise the individual strengths of each channel, but it was the fame-driving strengths of TV that propelled Bam into the limelight and fuelled our ability to smash the drab norms of the category.

Film Contributors

• Andrew McLean, Head of Planning, PHD
• Kate Bush, Communications Manager, Volkswagen
• Matthew Harris, Business Director, adam&eveDDB (2013 - 2020)