The Range Rover Evoque Effect

Gordon Domlija

Campaign details

Brand owner: Land Rover
Brand: Range Rover Evoque
Agencies: Mindshare Shanghai, Wunderman Shanghai
Country: China
Channels used: Branded content, Events and experiential, Internet - general, Internet - microsites, widgets, Online video
Media 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 week online), they created an interactive digital content campaign featuring a series of comic and live action adventures that married unmissable content with multi-platform context. Without a single car even entering China, the campaign generated above-target levels of leads and pre-orders.

Market background and business objectives