Landrover Freelander

David Golding

Campaign in 1998 by WCRS for Freelander (Land Rover), to launch the car internationally. To position brand for the future, new `car-like' styling was married with the Land Rover heritage.
Agency: WCRSAuthor: David Golding

Freelander Made by Land Rover (and WCRS)

The central premise of this paper is that planning all too often alights on an insight that fits the present market situation perfectly but doesn't always look to the future. Good planning is about finding an insight that not only has resonance today, but will still ring true years hence. This paper tells of how we went about determining a futureproof insight for the Land Rover Freelander.

That insight was that, throughout its life, Freelander would profit from a direct association with its parent brand.

The...

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