Range Rover: 'Daydreaming your way to a unique benefit'

This paper describes how Account Planning, in the guise of creative development research, made a fundamental contribution to the 1993 Range Rover television campaign.
Agency: Bates DorlandAuthor: Not credited

Range Rover Daydreaming your way to a unique benefit

INTRODUCTION

A unique position in the market

The fact that Range Rover is both a prestige car and a high-performance, off-road vehicle gives it a unique combination of characteristics. It is luxurious and refined while at the same time being rugged, powerful and capable. It is this unique combination of characteristics that means Range Rover has:

  • no direct competitor;
  • an unconventional image, making it stand out from other cars;
  • a unique...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands