We needed to convince pick-up drivers that the Amarok was a capable pick-up.

So we went to the place you find lots of pick-up owners, the country's biggest chain of DIY stores.

Where pick-up owners converge to load up on building materials and DIY supplies.

We chose to promote the one-ton carrying capacity, a USP of the Amarok Double Cab Auto.

At the point where pick-up owners were loading their trucks, in a live activation, we showed them exactly what the Amarok could do, by offering them a coupon for a free towbar. A coupon only Amarok owners could redeem. A one-ton coupon. We invited them to redeem the coupon on radio and online. And in front of a curious bunch of pick-up drivers, an Amarok owner accepted the challenge. Throughout the coupon's journey to a Volkswagen dealership where it was redeemed, it became a piece of mobile media with even greater exposure.

We gave Amarok owners a challenge that only they would be able to accept. We offered them a coupon for a free tow bar. But not just any coupon, a 1-Ton coupon that they would have to carry to a dealership. On radio and via Twitter and Facebook, we invited Amarok owners to redeem the coupon. When an Amarok driver accepted, the coupon became more than just a live product demonstration in front of a curious audience of pick-up owners, it also became an interactive piece of mobile media throughout its journey to a Volkswagen dealership.

The 1 Ton coupon gave Amarok drivers everywhere instant bragging rights. It gave them a piece of sharable content which they could use to close out the debate with other pick-up owners as to whose vehicle was most capable.

Our audience of pick-up owners experienced first hand the load capacity of the Amarok.

By turning a simple promotional item into the world’s heaviest coupon challenge, we succeed in highlighting the Amarok's load capacity to a curious audience of pick-up owners. And we did it at the point where they were loading their own pick-ups.

Over the course of its journey from start point to a Volkswagen dealership, where it was redeemed, the one ton coupon was also a piece of ambient mobile media that gained further exposure.

The campaign contributed to a sales increase of almost 7% over the same quarter year on year in a market that was predominantly flat.