The main restrictions in Australia lay with the broadcasters, who have a limited audience and a highly competitive landscape in which to operate. This results in programming needing to be of a very high standard before it is given airtime, particularly on the FTA channels. Rok adventure was pitched in at treatment stage and impressed the 10 Network as a piece of entertainment first and foremost.

We partnered with the Network Ten, which allowed us to integrate their talent, recruit challengers and be seen on their primary, secondary and catch-up TV channels. We secured two timeslots; “Prime Tradie Time” (early afternoon) and prime time.A custom 30” competition spot ran for 2 weeks across their male properties and a stand-alone URL and entry portal meant our content was promoted on both Ten and ONE.Utilizing our unique social seeding product, we then propagated our ‘tough as guts’ content across a bunch of social networks including a sneak peek of one challenge used to promote the premiere.

The AMAROK campaign had an overwhelming effect on our audience.Considering the real antipathy towards the Volkswagen brand as being ‘soft’ and ‘unreliable’ in our initial qualitative research, the results of the post campaign brand tracking across all 4 of the key product attributes were nothing short of phenomenal!:•‘Toughness’ increased by 28%•‘Reliable’ increased by 30%• ‘Hardworking’ increased by 18%• ‘Tested’ increased by 15%Last but by no means least, our ROK ADVENTURE content was viewed, watched and understood by all our core and wider audience:•We reached a total of 6.7 million people.

•Over 200,000 people viewed the full 1 hour special.•2.2m saw the recruitment spot with over 100 teams entering to compete.•4.3m saw the promos for the programme.•129,000 TV show teaser views on YouTube.