DDB Australia
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Volkswagen & DDB @ Mumbrella 360

Volkswagen & DDB Sydney feature @ Mumbrella 360

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News

14 June 2018

At the Mumbrella 360 event yesterday, Volkswagen and DDB Sydney were on stage sharing how The Amarok, a European ute who many thought was too posh to handle the tough Australian conditions, took on a market dominated by established brands like the Hilux and the Ranger.

β€œIt was about leaning into the problem. We stripped the Amarok of everything that identified it, forcing critics to judge it on performance alone and asking Australians to guess what brand The Naked Ute was,” DDB Sydney Creative Partner Jade Manning said.

Not only did our volume and our market share increase, we brought more people into the brand and built a community and fan base
— Volkswagen National Marketing Manager Nick Reid