The Range Rover Evoque Effect
Gordon Domlija
Campaign details
Brand owner: Land RoverBrand: Range Rover EvoqueAgencies: Mindshare Shanghai, Wunderman ShanghaiCountry: ChinaChannels used: Branded content, Events and experiential, Internet - general, Internet - microsites, widgets, Online videoMedia budget: Up to 500k
Executive summary
Paving the road for the launch of Range Rover's brand new Evoque, the agency created a media first in China that transformed an old brand image. Based on insights that revealed 87% of the target audience consumed digital content daily (and spent at least 18 hours a...