Land Rover New Zealand: Love from Land Rover
Agency: Y&R NZ Auckland
Brand: Land RoverAdvertiser: Jaguar Land RoverCountry: New Zealand
Objectives
Commercial objectives
Record sales: 2015 marked the final year of production for the Land Rover Defender, the last descendant of the iconic Series 1. Land Rover needed to make Kiwis aware that this was their last chance to buy a piece of history and sell 110 Defenders, a 43% increase on 2014.
Fig 1: Land Rover 2015 sales targets
Grow market share
Amongst the competitive set* defined by Land Rover, we wanted to grow its market...