The Argentinian market it´s 90% of the Toyota Hilux, it is like a lovebrand, and everyone who loves their pickups, hates teh other ones. VW Amarok it´s the latest pickup trying to move forward in a very, very, difficult terrain, domined by the Toyota Hilux.

The Brief was pointed to demonstrate that what they were thinking it was not as they thought. We have the credentials to demonstrate because the power, and the heavy dutiness of the pick-up that we are strong enough to chanege their mind.

The objectives were to focus on the hater public in a very funny way, in a Argentinian way, more of the country side, because all these hater were people of the country side, usde to the heavy work.

We called the users who made the worst and meanest comments about Amarok and we invited them to put their words at test while driving it.

The rivalry between the pickups is fierce, fans of one side and the other, and haters of the competition. Installed prejudices difficult to modify. Firm stances almost immovable. That is why we generated this content, inviting our haters to put their comments to the test and to feel for themselves whether they were correct or not.

the brand exposes itself and offers itself to a challenge to counter unfounded opinions, because exposing itself is the most difficult but also the most sincere.

We collect all the insgihts just reading the comments of our social networks. We picked up the funniest and think how to show that what they are thinking it was in the opposite way.

The target in general was mens in their 30s/40s, with heavy issues to our new pick up.

The approach was a invitation via our social networks, just to take them to a meeting of pickup fans in the country. Our call to action was to talk about what they love at most.... the pick ups.

The implementation was via our official VW Youtube Channel, and in differents specialized media pages were we told them how several VW Amarok haters turn around.

We launch the video in december, and for the next 5 weeks we collect media notes, and different hashtags to maintain the campaign alive.

- More views in a week than any other VW campaign in the year.

- We made them to consider having an Amarok in their nex purchase.

- All of them changed their mind and spread the voice..

- 10k interactions in our three officcial channels, Facebook, Instagram and Youtube.

- The reach of the video was +60 views only in the VW Official Youtube, and more than 200K between media specialized, and whatsapp sharings.

-Total of impresions was +510K.