The central protagonist of this campaign was Bam the Ram, a character developed for the TVC as the embodiment of the confidence SUVs gives their drivers, a general product insight for all SUVs. The task we set ourselves was to use this character in a way that defies all the rules to challenges the ‘Status Quo’ in all aspects of the campaign, including outdoor.

Large-scale car posters normally follow a well-known convention and if we were going to challenge the status quo, we did want to further add to the plethora of identical looking SUV posters in the world. So rather than just use the constraints of the medium to demonstrate the idea of Born Confident, we adapted Bam’s persona and defied the conventional thinking to deliver a media first, partnering with other brands and had Bam the Ram confidently invade their commercials

To demonstrate the idea of Born Confident, we partnered with other brands and had our campaign hero, Bam the Ram confidently invade their posters. In our Walls execution, Bam smashes out of his own advert into the neighbouring Walls ad, where he interacts confidently with the ice cream. In the Castle Howard execution, Bam smashes into their ad, making himself at home in Lady Georgina’s grand chambers.

Variations of these executions were displayed on digital OOH across 33 digital screens around the UK over a 2 week period. Reaching 12.2% of all adults in the UK, a whopping 6.4 million people!

The campaign delivered against our objective of raising awareness of the Volkswagen T-Roc.

. Over the length of the campaign, our digital outdoor media delivered, 35.7 million impacts, reaching 6.4 million UK adults at a frequency 5.6.

. This aided in increasing awareness of the T-Roc significantly, helping to make the T-Roc Model Landing Page (MLP) the most visited page, irrespective of segment across the entire Automotive industry.

. The T-Roc achieved 14k+ Brochure downloads in January, out doing the Volkswagen Golf, our highest selling model by a factor of 12.

. It also contributed to the T-Roc becoming the most test-driven vehicle in the entire Volkswagen range!