Land Rover | Own The Adventure
To know the world is to learn from it.
It’s said the original 1948 Land Rover was the first motor vehicle seen by 40% of the world’s population. While perhaps apocryphal, it nevertheless put adventure and discovery at the heart of the Land Rover brand. We brought back that romance in Own The Adventure, a campaign that ran across broadcast, social, and not one but two pieces of direct mail. Not only did we make it look effortless like a Land Rover should, we chalked up response rates 25% better than any Landie campaign to date.
DM Touch 1: Perspectives
Before Own The Adventure could launch, we had to address the fact that in consumer minds, there was a disconnect between the entry-level Discovery Sport and the if-you-have-to-ask Range Rover Autobiography. That job fell to Perspectives, our opening salvo. Copy wrapped the entire Land Rover brand in adventures that not only refined its approach to building vehicles, but refined its world view as well. Meanwhile, premium photography and paper gave the piece a feel of rugged refinement, while Japanese hand binding provided the finishing touch.
Broadcast
With the groundwork laid, the next step was a wide-scale introduction of the Own The Adventure campaign with a national broadcast media buy.
Social
Alongside national TVC, we reinforced the idea of Land Rover as your key to adventure with a series of social activations. And of all of them, arguably the most impactful was Manhattanhenge. Capitalizing on the sudden realization in pop culture that Manhattan’s streets run east-west, we parked a top-spec Evoque in Sutton Place and treated the audience to a view of Manhattanhenge that only a Land Rover could provide.
DM Touch 2: Explore a New Direction
The denouement. We had reintroduced the audience to adventure and discovery as a core tenet of the Land Rover brand. And not just in terms of fording the Rio Teodoro, but in terms of exploring the world around you—wherever you are. But our next task was the most challenging of all: convince a conquest audience to forego the default choice of the Germans and their low captive finance APR rates. Thus, the final DM piece, Explore a New Direction, complete with functioning compass. Because once you own the adventure, it’s time to go on one of your own.
