Land Rover: Live drive
Charlie Wilson, Emma De La Fosse, Pavlos Themistocleous, Katherine Francis, David Hofmeyr, Michael Cooper, Daniela Badalan, Nick Brackenbury, Amanda Jackson, Cat Hurst, Omar Bakshi.
Imagination – PR Event, Tag – Production, Cogent – Localisation.
How did the campaign make a difference?
The Range Rover Sport audience thrive on exclusive experiences. A microsite and social media programme gave potential buyers exclusive digital content like no other. With a target of 20,000 cumulative pre-sales by 2014, almost 50% of that figure has already been achieved.
What details of the strategy make this a winning entry?
The target audience thrive on the social currency of exclusive access to unique experiences. The aim was to create global buzz with a digital experience better than the live event (an unveiling by Daniel Craig, in New York City). Delivery was broken into phases: Entice, Launch and Convert. Entice teased the live event, using limited information to heighten anticipation and drive audiences from social media to a bespoke website. Launch upped the ante with YouTube and Facebook videos, plus multiple live streams of Daniel Craig driving through New York to the event. A Q&A with the lead designer answered questions from the site and social channels. In short, the audience had digital front-row seats. Convert used beautifully styled photography and detailed product information to drive continued interest, long before the vehicle went on sale.