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When VW's only option was stand-out - and TV

PHD and Adam & Eve/DDB were winners of Best Collaboration for the Volkswagen T-Roc in the Thinkbox TV Planning Awards 2019, run with Campaign

Watch Kate Bush, communications manager at Volkswagen, Andrew McLean, PHD's joint head of planning and Matthew Harris, business director at A&E/DDB, reveal how the only option was "stand-out" and the only way to achieve this was to put TV at the centre of the T-Roc launch campaign.

How do you create stand-out for a new product launch in a cluttered category where brand misattribution is rife? That was the challenge for the launch of Volkswagen’s first Small SUV, the T-Roc.

To launch a car designed to make its drivers feel more confident, VW's agencies PHD and Adam & Eve/DDB created a campaign which seamlessly connected creative and media to deliver an integrated strategy centred on the T-Roc’s core product benefit.

‘Rammed with Confidence’ saw Bam the Ram confidently burst out of VW’s advertising and "ram" his way into the ads of other brands across different media.

But with a broad target audience of ABC1 males, the only way for the campaign to work in every channel was to ensure that the audience was familiar with Bam’s story before (and during) the launch campaign.

TV was the only channel which could deliver the scale and storytelling ability required to make the rest of the campaign make sense.

The T-Roc brand burst into life with a partnership across SKY’s channel portfolio featuring special ad-breaks in which Bam rammed into the TV ads of Admiral and Virgin Atlantic before his own T-Roc ad was revealed.

The result? The VW T-Roc became the UK’s most successful Small SUV launch in seven years.

Thinkbox TV Planning Awards 2020

Run in conjunction with Campaign, the awards are free to enter and celebrate creative and effective uses of TV and recognise the people behind them.

Entries for 2020 are now closed.

The seven categories in 2020, including a new prize for Young TV Planner of the Year, are:

  • Best Use of Content
  • Best Use of Sponsorship
  • Best Integrated Campaign
  • Best Ongoing Use of TV
  • Best TV Newcomer
  • Best Small Budget Use of TV
  • Young TV Planner of the Year

The judges will also award a special prize this year for "Advanced TV Planning", recognising the expanding opportunities for TV advertisers opened by advances in technology. All shortlisted entries will be eligible for this prize.

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