INSIGHT

Aussie ute owners would never own an electric vehicle because they perceive them to be less powerful, even though electric cars have greater horsepower than petrol cars.

IDEA

Infiltrate the iconic Deniliquin Ute Muster with a powerful custom ute… that is actually electric.

EXECUTION

Create a custom electric ute that looks exactly like a traditional ute, and is modded with speakers under the body so it roars like an old school fuel powered vehicle. Have a pop-up activation at the Deni Ute Muster where attendees can aggressively test drive what they think is a normal petrol ute - donuts and high speeds are encouraged.

At the end of the event, it is revealed to the 20,000+ in attendance that the vehicle is actually an electric Tesla, and it is given away to one lucky punter.