Effie Awards Category Context
This is a story about the power of a product demonstration. In a time when luxury automotive brands are increasingly marketing themselves as a fashionable lifestyle, we knew there was a group of drivers moved more by proof than superlatives. To capture their imaginations, we attempted a challenge none of our competitors were capable of: installing Range Rover Sport once again as the pinnacle of luxury SUVs. In doing so, we reignited interest in Range Rover Sport boosting test drive requests by 96%, bringing it back into growth, and ultimately driving the best sales month in Land Rover history.
State of the Marketplace & Brand's Business
The state of play:
The Range Rover is the original luxury SUV. Since 1970, it has enjoyed dominance among drivers unwilling to compromise on either capability or luxury, but by 2018 the landscape had begun to shift rapidly.