Land Rover: Self-levelling Tax Disc Holder

Land Rover, the automaker best known for its off-road vehicles, set out to entertain its UK customers by playing an April Fool’s joke which claimed to combat new tax disc legislation that specified discs had to be maintained at a certain angle so as to prevent wardens from getting neck strain.

Land Rover: Self-levelling Tax Disc Holder

Wunderman

THE TEAM

David Harris, Mike Watson, Kelvin Tillinghast, Neil Barrie, Glynn Euston, Simone Raspagni, Kate Nettleton.

WHAT IS WONDERFUL ABOUT THIS WORK?

We announced the introduction of new tax disc legislation - to be circumvented by Land Rover's new Self-levelling Tax Disc Holder. We saw 12,565 microsite visitors, 201,782 Facebook impressions, 46,758 Twitter impressions, 12,425 YouTube views, and 147 mentions across all media.

WHAT DETAILS OF THE STRATEGY MAKE THIS A WINNING ENTRY?

The Land Rover audience is broad, ranging from sophisticated Range Rover owners to those who just want their Defender to...

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