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 get the job done. The one thing that unites them is that they like to think they're ready to take on whatever the road ahead has in store. So a subtly-pitched April Fool demonstrating Land Rover's ingenuity in circumventing some absurd legislation was bound to appeal. We placed print ads in The Times, Daily Mail and The Daily Telegraph (their readers would be more likely to be needled). We also put social media to good use as Land Rover has a very active online community that love to share everything and anything. The integrated approach ensured that traffic was created as quickly as possible, while the content engaged and encouraged them to sign up to win a Land Rover Experience day.

HOW DID CREATIVITY BRING THE STRATEGY TO LIFE?