Effies
Australia
Chuck it in the ute: How GWM weaponised utility to break the adventure fantasy
Agency
Thinkerbell
Client
GWM
Awards
Finalist
Challenger Brands
Case Study
Not Available
Summary
Outspent by a massive competitor media wall, the GWM Cannon couldn't win the category’s "adventure fantasy." So we zigged. With just 5.05% share of voice, our "Chuck it in the ute" campaign weaponised everyday utility to capture the practical needs of Australian families. The strategy permanently widened the purchase funnel: consideration doubled, test drives grew 51%, and official VFACTS sales surged 23.2%—shattering the 10,000-vehicle ceiling. This delivered $63.1M in purely incremental, full-margin revenue at an extraordinary 16:1 return on media investment.
Credits
| Alvaro Bretel Tagliabue | Executive Head Brand Thinker | Thinkerbell |
| Sean McNicholas | Head Tinker | Thinkerbell |
| Tom Wenborn | Chief Creative Tinker | Thinkerbell |
| Jim Ingram | National Chief Creative Tinker | Thinkerbell |
| Erin Beers | Brand Thinker | Thinkerbell |
| Kevin Pease | Lead Tinker | Thinkerbell |
| Louise Rutherford | Head Thinker | Thinkerbell |
| Carla Robinson | Lead Thinker | Thinkerbell |
| Margie Reid | CEO | Thinkerbell |
| Jaime Morgan | Managing Director | Thinkerbell |
| Di Nash | Head Production Tinker | Thinkerbell |
| Jesse Theodosiou | Lead Design Tinker | Thinkerbell |
| Jamie Lane | Head of Studio | Thinkerbell |
| Keir Vaughan | Head of Craft | Thinkerbell |