Land Rover: Live drive

OgilvyOne London

The team

Charlie Wilson, Emma De La Fosse, Pavlos Themistocleous, Katherine Francis, David Hofmeyr, Michael Cooper, Daniela Badalan, Nick Brackenbury, Amanda Jackson, Cat Hurst, Omar Bakshi.

Other contributors:

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.

How did creativity bring the strategy to life?