There’s a new ute in town
The LDV T60 MAX is here to out-power Australia’s lesser utes.
The Challenge
The LDV T60 MAX - a new ute boasting a huge 160 kW engine from just $33,990 - is one of the most powerful utes in its class, at just a fraction of the cost of its competitors. Our challenge was to announce to Aussies that a new ute is here, and it's leaving its competition in the dust when it comes to power and value.
The Idea
To prove that the LDV T60 MAX out-powers its competition, we created the western-themed “There’s a New Ute in Town” campaign which pitted the powerful LDV T60 MAX against Australia’s lesser utes.
As part of the campaign we created the Kilowatts Trilogy: 3 x:60 radio spots “The Good, the Bad, and the Kilowatts,” “A Fistful of Kilowatts,” and “For a Few Kilowatts More” each featuring an operatic choir singing about the massive power of the LDV T60 MAX in a style inspired by classic spaghetti western scores.
We also launched with a 15” digital film which put the massive power of the LDV T60 MAX on full display in a rugged, western environment.
The rest of the “There’s a New Ute in Town” campaign is set to roll out later this year. The full multi-channel campaign will include TV, online, social and outdoor.
The campaign perfectly captures the challenger aspect of the powerful new T60 MAX. As one of the most powerful utes in its class at a fraction of the cost — the competition will be shaking in their CV boots. Dinesh Chinnappa, General Manager, LDV Australia
