Land Rover: New Land Rover Discovery

Land Rover, an automotive brand, increased orders of its new Land Rover Discovery model in the UK by launching a Famous Five-style direct mailpack that showed families the adventures they could enjoy with the car, especially after COVID-19 lockdowns.

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...

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