How do you help a relatively new, budget player overcome skepticism about its badge, its Chinese origins and its suspiciously low prices, in order to successfully launch its new powerful ute into a highly competitive market?

To appeal to our key audience of older tradies and weekend warriors - who were more value-centric and less concerned with the prestige of the badge than their younger counter-parts - we developed the positioning of "built to work", focusing the brand around utility, and bringing it to life through a brand personality that embraced down-to-earth, no-nonsense, hard-working sensibilities.


Taking this focus, we looked to launch the T60 Max by going hard on what mattered most to the audience - power. Given LDV's small market share and relatively low awareness, we sought to create a sense that, with the new model, the brand had truly arrived. 
The result was "There's a New Ute in Town", a western themed campaign that position the T60 Max as the mysterious, powerful, gun-slinging ace looking to challenge the established order of the Australian ute category. 
A no-nonsense 15" TVC showcased the T60 Max in action, leaning hard on its 160kw engine. Meanwhile, in radio, we took a leaf out of the western playbook, creating a trilogy of spaghetti western tunes that literally sang the praises of the T60 Max's powerful engine. The ATL campaign was also supported by hardworking digital and social designed to drive enquiry and test drive.

Supply chain issues caused by COVID-19 have, to date, restricted the number of T60 Max's hitting Australian shores, and so the campaign has been severely disrupted. Initial results were, however, positive, with sales enquiries dwarfing those of any previous new vehicle launch for the brand.

For A Few More Kilowatts

A Fistful of Kilowatts

You may also like

Back to Top