Own The Adventure
Challenge: Convince a conquest audience to consider Land Rover, despite their default choice of the Germans and their low captive finance APR offers.
Solution: Present Land Rover not as a means of impressing the neighbors, but as a means of finally fulfilling your desire for adventure.
Result: A DM piece that used aspirational copy, a functioning compass, and topographical cutouts to reinforce the brand message. Specifically, that "the mission of every Land Rover vehicle is to help you complete your adventure."