Iris > 实例探究 > 证明力量:大众汽车的 Amarok 广告策略

证明力量:大众汽车的 Amarok 广告策略

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适用行业
  • 消费品
  • 电网
适用功能
  • 销售与市场营销
用例
  • 实验自动化
服务
  • 测试与认证
关于客户
挑战
向有男子气概的受众出售更小、更智能的引擎
解决方案
创造非凡的实验来证明发动机的力量
运营影响
  • The innovative advertising strategy adopted by Amarok was a resounding success. The dramatic experiment of pulling down a 150-tonne steel tower with four Amaroks not only demonstrated the power of the vehicle's engine but also created a significant buzz around the product. The campaign resonated with the target audience, creating social currency amongst consumers and providing instant power credentials for the vehicle. The experiment was a key part of an integrated campaign that amplified the launch advertising's key claim. The campaign's success was evident in the significant media coverage it received and the high number of video views on YouTube. The strategy also resulted in a record number of test drive requests, further demonstrating the campaign's effectiveness.
数量效益
  • The campaign reached over 70 million consumers.
  • Engaged 641,000 consumers online.
  • Achieved a PR ROI of 6:1, doubling the 3:1 target.

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