To successfully launch Volkswagen’s biggest new model in a decade - the T-Roc - into the highly competitive Small SUV category.

To launch the T-Roc we delivered THE UK’S MOST CONFIDENT MEDIA STRATEGY.

Whilst other SUV brands stuck with the approach of showcasing their cars driving up mountains or through deserted cityscapes…

…we took the T-Roc’s confidence to the next level and CREATED A MEDIA PLAN THAT ALLOWED BAM TO BURST OUT OF THE T-ROC CAMPAIGN AND RAM INTO OTHER BRANDS’ ADS – IN EVERY MEDIUM WE USED.

This not only delivered our ‘Born Confident’ message in the media space we bought – it also delivered it in the environments that SURROUNDED the media space we’d bought too.

Before we could execute our confident ‘ramming’ media strategy to its fullest, we made ‘Bam the Ram’ famous with a heavyweight 3-week TV campaign.

We negotiated with five well-known brands to partner with us on the launch, and Bam then started his own media invasion of the ad campaigns of Wall’s, Virgin Atlantic, Admiral Insurance, Castle Howard and Harvey Nichols.

TV came first with a series of specially-made ad breaks in which Bam smashed through the screen of Admiral and Virgin Atlantics ads, before his own ad was broadcast.

He then moved onto Digital OOH where Wall’s Ice Cream and Castle Howard saw Bam invade their ads.

Special-build OOH saw Bam break out of a physical billboard.

In newspapers, Bam took a stroll through editorial and broke into ads for Harvey Nichols, Wall’s and Castle Howard.

And finally, in social media, Bam smashed through motivational posts to deliver his message.