To launch Volkswagen’s first-ever small SUV, the T-Roc, we brought driver confidence to life through media.
We enabled Bam – the confident Ram who was the star of the T-Roc’s launch campaign – to ram into other brands’ ads. In every medium we used.
The campaign launched with specially-made ad breaks across Sky’s channel portfolio. Bam then smashed through the screen of Admiral and Virgin Atlantic ads, before his own ad was broadcast.
In OOH, Bam invaded ads for Wall’s Ice Cream and Castle Howard and also physically burst out of Special-build sites.
In press, he took a stroll through editorial and broke into ads for Harvey Nichols, Wall’s and Castle Howard, and on social media, smashed through motivational posts to deliver his #BornConfident message.
Rammed with Confidence went on to win a coveted Wood Pencil at the 2019 D&AD Awards in the Media – Use of Integrated category.