Spirit of Amarok

In the fast lane – gearing up brand awareness with a cross-media campaign.

Volkswagen Commercial Vehicles makes off-roading popular in Germany, bringing together the German fan community with the international off-road event Spirit of Amarok.

7 international teams. 1 goal. Victory in South Africa’s Kalahari desert. In 2017, for the first time, participants also faced competition from Germany. 4000 amateur drivers from across the country gathered in the Mammutpark to compete against one another for the adventure of a lifetime. From the call for applications, to the German preliminary decision, and ultimately the final in South Africa – fans throughout Germany could be captivated by the off-roading spirit via Facebook, YouTube and a dedicated landing page.

Tasks

A home for off-roading fans worldwide

As the lead digital agency for Volkswagen Commercial Vehicles, Aperto developed the campaign page for the Spirit of Amarok. It acts as a master for all participating countries, setting high international standards. Using a content management system based on Drupal, necessary adjustments can be implemented smoothly throughout the individual campaign phases.

Consistent content production

The exclusive offline adventure of yesterday will become an online experience for thousands tomorrow. Aperto creates real-time content using in-house media production and an experienced on-site team to ensure it’s seamless and high quality. In very little time, more than 50 entries are generated from over 40 hours of film material. Aperto is thereby responsible for all content production related to the campaign: a comprehensive activation campaign in the run-up and the subsequent content use.

The two Aperto-managed Facebook channels, Volkswagen Amarok and Volkswagen Nutzfahrzeuge, profit from the material even months later, inspiring off-roading fans throughout Germany using canvas ads, GIF posts and short clips.

Screenshots of several content pieces on social media

Content diversity for maximum engagement

Over 50 posts as well as high profile support ensure a high level of engagement in the Amarok community. An average interaction rate of 5.3% is achieved throughout the 2017 campaign period. JP Performance, the most successful German-speaking automotive influencer, takes part in the preliminary round at Mammutpark. His involvement yields over one million views on YouTube and a reach of nearly two million on Facebook and Instagram.

Screenshots of social media content pieces

Mobile only meets snackable content

More than 30 videos are created for Facebook and YouTube – From the call for applications trailer to various best-of clips. The focus is on the off-road and online experience. Concept, format, dramaturgy and editing are optimized for diverse social media channels. Breathtaking drone footage dominates newsfeeds. Dynamic short clips share the Spirit of Amarok with thousands of fans.

screenshot of spirit of amarok canvas ad on facebook

Mobile storytelling

Exciting formats attract attention and activate new users. For the application phase, Aperto designed a mobile landing page for Facebook and used interactive canvas ads. Swipe movements enabled the target group to actively experience the Spirit of Amarok. The result: a high number of applications and engagement

The Spirit of Amarok – an event with reach

Volkswagen Commercial Vehicles conquers the off-roading community in Germany with the Spirit of Amarok.

The Volkswagen Amarok brand benefits from the positive reach of the event. The ongoing reporting extends far beyond social networks and even reaches the national and international press.

Facts & figures

The Spirit of Amarok – highest brand awareness for the dirtiest event of the year. Display, search, video and social ads promote the ultimate off-roading event within the campaign period.

Over various touchpoints, in excess of 40 million impressions are able to be generated by ads alone. And the high-quality social media posts also serve their purpose. They achieve an above-average organic reach and sustainably strengthen the Amarok community.

11197

New fans on Facebook

15068

Number Likes (Jan '17 - Mar '18)

158858

YouTube Views (Jan’17-Mar’18)

Car washing is like tearing pages out of the Bible.

(Spirit of Amarok participant in the Mammutpark, Germany 2017)

What can we do for you?

We look forward to hearing from you

We are driven by projects that both inspire and challenge us. So if you’re looking for an agency to collaborate and grow with, you’ve found the right partner. Focusing on three primary areas – strategy, creation and technology – to deliver a holistic solution, we provide the Right-Service For The Digital Age.

Contact

Florian Mlodzik, Executive Director

Aperto – An IBM Company
Chausseestr. 5

10115 Berlin

Deutschland

+ 49 30 283921-0

florian.mlodzik@aperto.com