Because we identified that we needed to get into media channels that didn’t normally write about commercial vehicles we recommended attempting a ‘world first’ in order to create word-of-mouth around the launch period and create stand-out for the vehicle against competitors.
To demonstrate the power and intelligence of the vehicle, Four Amarok vehicles were used to pull down a 67 metre steel chimney weighing 140 tonnes and standing at nearly the same height as Westminster Abbey. The chimney would normally have been demolished using a 40 tonne excavator, but after months of careful planning with structural engineers, demolition experts and stunt experts, the Volkswagen Amarok became the first vehicle to attempt such a task ever. This clearly demonstrated Amarok’s unique combination of power coupled with the knowledge and intelligence to successfully bring down a chimney safely.
Traffic to the Volkswagen website increased tenfold and sales targets were met and a waiting list had to be created to cope with consumer demand. There was a 2,000% increase in online discussion.