PHD UK won the Omnimedia Award at the 2018 Newsworks Planning Awards for their ‘Rammed with Confidence’ campaign for client Volkswagen. The Newsworks Awards celebrate the stand-out campaigns that have run in newsbrands over the past year, and raise a glass to media agencies’ innovative and creative planning teams.

“This campaign took a big idea and managed to really drive its creative spirit and passion through a number of different media channels,” jury member Peter Holmes, Director of Brand for Telefónica Europe, said of PHD UK’s campaign.

Behind the Campaign

The SUV market has become a fierce battleground, with launches of small SUVs particularly on the rise. It was into this well-established market that VW launched its first ever small SUV – the T-Roc – and, as a latecomer to the category, it needed to stand out from the crowd.

To do this, PHD took the core product benefit of the T-Roc – a car designed to give drivers more confidence – and turned it into a media strategy, taking media planning and buying to the next level.

The solution came in the form of ‘Bam the Ram’ – a little ram with big confidence – who burst out of VW’s campaign and rammed into other brands’ ads across a range of media, including newsbrands, TV, OOH and social. In newsbrands, Bam rammed his way through nine different titles, 28 times in 23 different formats, both print and digital.

With a focus on utilising the strength of every channel used, the campaign saw VW collaborate with other well-known brands to innovatively land its ‘Born Confident’ message in both its own media space and the surrounding environment.