Land Rover New Zealand: Love from Land Rover

This case study shows how Land Rover, a car-manufacturing brand, created the 'greatest Valentine's Day gift ever' and used traditional mass media to target just four specific New Zealanders.

Land Rover New Zealand: Love from Land Rover

Agency: Y&R NZ Auckland

Brand: Land RoverAdvertiser: Jaguar Land RoverCountry: New Zealand

Objectives

Commercial objectives

Record sales: 2015 marked the final year of production for the Land Rover Defender, the last descendant of the iconic Series 1. Land Rover needed to make Kiwis aware that this was their last chance to buy a piece of history and sell 110 Defenders, a 43% increase on 2014.

Fig 1: Land Rover 2015 sales targets

Grow market share

Amongst the competitive set* defined by Land Rover, we wanted to grow its market...

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