For the launch of its first ever small SUV, Volkswagen wanted to centre its media activity around confidence. Working with PHD, the media strategy focused on ‘Bam the Ram’, a little ram ‘born with big confidence’, which would literally ram through ads.
This ‘ramming’ concept was brought to life through partnerships with a range of brands. In a series of specially-made ad breaks across Sky’s channel portfolio, Bam was allowed to ‘invade’ these brands’ current ad campaigns. The animal smashed through the screen of Admiral and Virgin Atlantic’s ads, before his own ad was broadcast and in digital out of home, Bam invaded Wall’s and Castle Howard ads. In newspapers, Bam took a stroll through editorial and broke into ads for Harvey Nichols and again for Wall’s and Castle Howard. A special-build out of home, meanwhile, featured Bam breaking out of a physical billboard.
Customer demand outstripped supply, with the T-Roc becoming the UK’s most successful small SUV launch for seven years. Other results were equally impressive - T-Roc’s website became the most visited car model site of any car in the UK and brand index for Volkswagen hit its highest level for two years.
Media Director: Michael Bensley (Media Director)
Senior Planner/Strategist: Harry Vincent (Media Manager)
Creative Agency: Adam&EveDDB
Relevant Media or Brand Manager: Glyn Butterworth (National Communications Manager - VW UK)