Campaign details
Agency: Spark44, dentsu X and EditClient: Land RoverCampaign Name: New Land Rover Discovery
A compelling launch campaign was required for New Land Rover Discovery to overcome latent brand and product relevancy issues, re-engage owners of previous models and attract new customers.
Strategy
The launch of New Land Rover Discovery needed to be successful, but the brand faced two challenges.
Firstly, Discovery lacked brand relevance, having an unclear role within the wider Land Rover portfolio. Secondly, it lacked product relevance. Earlier models were perceived as less stylish and technologically advanced than other brands. New...