In 2007 Australia’s 3 biggest sporting events collided into one massive week. This was perfect for Ute, a week when Aussie blokes had permission to break free from the shackles; think Superbowl for a whole week!This was our window of opportunity. However, advertising clutter would be enormous. We needed to reach our guys earlier, build momentum and pre-launch anticipation to maximize our impact at launch. Prior to launch, rather than use money we used our time! We spent weeks in blogs and forums (where blokes could be themselves, uninhibited by society) influencing the influencers of car decisions.

We drove them to a website (with the Ute under a sheet) and encouraged them to register to see the Ute gradually revealed - fuelling their desire to be the first to know and pass it on.6,000 people visited the microsite in first 24-hours! Word was spreading fast.

Our ‘zero-budget’ pre-launch campaign drove 12,000 registrations and 50% of the launch sales target in pre-orders!Purchase intention rose from 3% to 16% in one-month! Dealers said they were booked solid with test drives and Ute sales for 6 months from launch!And we re-discovered the true Aussie bloke!