Campaign details
Agency: Edit and Spark44Client: Jaguar Land RoverCampaign Name: Land Rover Defender - 'Build Your Own Adventure'
With two body designs, six trim levels, seven exterior colours and 119 individual accessories, New Defender was the most customisable Land Rover ever.
The challenge was to cut complexity and help customers understand how to tailor the car to their lifestyle.
Strategy
New Defender could be customised to meet any need. But the pandemic caused huge disruption to prospects' lives, driving them constantly online and making them unable or unwilling to visit retailers. How could they easily...