The Amarok Social Test Drive was created to help communities lacking essential supplies, in hard-to-reach places, while demonstrating the full extent of the Amarok’s off-road abilities in a way that city test drives can’t. We harnessed the offroad ability and carrying capacity of the Amarok to turn everyday test drives into test drives that matter. We documented test drives delivering urgent supplies, to create a series of online videos, which were shared in targeted environments, as well as a TV ad to boost sign-ups. Viewers are then directed to a microsite or to visit their nearest dealership to sign up. Each digitally enabled test drive acts as an activation which allows test drivers the opportunity to get the full Amarok experience, while doing social good, by delivering essentials like water to drought-stricken areas and textbooks to rural schools.
