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Volkswagen Amarok Aventura

Challenge

Raise awareness of the limited-edition Volkswagen Amarok Aventura – a more premium and sporty range-topping trim – in order to help Volkswagen reposition the Amarok back ahead of recently emerged rivals at the front of the pick-up pack.

Challenge

Raise awareness of the limited-edition Volkswagen Amarok Aventura – a more premium and sporty range-topping trim – in order to help Volkswagen reposition the Amarok back ahead of recently emerged rivals at the front of the pick-up pack.

Idea

Although pick-ups are commercial vehicles, we knew they have great crossover appeal for our audience of Autocar enthusiasts and What Car? in-market buyers as lifestyle vehicles that are perfect for work and play.

Autocar and What Car? had done pick-up group tests that had proved hugely popular with our readers – with the Amarok coming out on top in both cases. Equally, What Car? has steadily been increasing its focus on vans and commercial vehicle content, growing this side of our audience.

The story was simple, but we wanted to make sure it reached the full breadth of our audience for the best value, so we followed a simple ‘create once; publish often’ strategy.

We used existing Volkswagen assets to create an attention-grabbing high-quality 8pp insert for our print titles, backed by a premium-feel microsite, promoted using rich-media ads, social and newsletter posts to drive traffic.

Idea

Although pick-ups are commercial vehicles, we knew they have great crossover appeal for our audience of Autocar enthusiasts and What Car? in-market buyers as lifestyle vehicles that are perfect for work and play.

Autocar and What Car? had done pick-up group tests that had proved hugely popular with our readers – with the Amarok coming out on top in both cases. Equally, What Car? has steadily been increasing its focus on vans and commercial vehicle content, growing this side of our audience.

The story was simple, but we wanted to make sure it reached the full breadth of our audience for the best value, so we followed a simple ‘create once; publish often’ strategy.

We used existing Volkswagen assets to create an attention-grabbing high-quality 8pp insert for our print titles, backed by a premium-feel microsite, promoted using rich-media ads, social and newsletter posts to drive traffic.

 

Content

Results

Despite the relatively small audience of pick-up intenders within the automotive market, our digital Volkswagen Amarok microsite attracted over 7,800 views.

What was key, though, was the fact that our readers spent an average of 3m42s on the site consuming our content – proving that it was highly relevant and engaging.

Results

Despite the relatively small audience of pick-up intenders within the automotive market, our digital Volkswagen Amarok microsite attracted over 7,800 views.

What was key, though, was the fact that our readers spent an average of 3m42s on the site consuming our content – proving that it was highly relevant and engaging.

Output

1x 8pp print supplement
1x interactive microsite
12x display ads
6x social posts

Output

1x 8pp print supplement
1x interactive microsite
12x display ads
6x social posts

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Let's talk

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Haymarket Automotive Studio is the in-house creative agency for Haymarket Automotive.
We work closely with our clients to craft and deliver native content campaigns that are specifically tailored to engage our audiences of in-market car buyers and passionate enthusiasts – and precision-targeted to deliver impressive results.

haymarketstudio@haymarket.com

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