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#LiveRugged: Land Rover

Date post: 13-Jun-2015
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Description:
Land Rover has a series of sturdy off-road vehicles, such as the Defender, that it wants to promote to young professional men. We devised a month-long campaign that would invite participants to post adventurous stories and photos, subsequently garnering public votes. At the end of the contest, five winners will receive a car each and will be asked to submit blog posts and videos of places visited in addition to adventures undertaken over the course of a year.
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Transcript
Page 1: #LiveRugged: Land Rover
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Who are we talking to?Affluent adults who retain a sense of adventure or at least want to project a sense of adventure. Their ideal car provides them a possibility to escape into a more wild environment.

What do they think/feel/do now?I like the safety and sense of style I get with my Land Rover. I know it has the capability to be more functional but honestly I just like being comfortable while I take my kids to soccer practice.

CREATIVE BRIEF

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CREATIVE BRIEF

What do we want them to think/feel/do in the future?Wow, this car has all these rugged features I have never used before! I can use the car in the city on weekdays, use it to get away on the weekends with family and friends.

Insight: People often mistake Land Rovers for simple luxury vehicles when they are far more utilitarian than they realize.

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CLASSIC ADVERTISEMENTS

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CLASSIC ADVERTISEMENTS

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NEW STRATEGY: AMBIENT ADVERTISING

Bring the great outdoors right to the city.

Strategically placed in select major cities.

Projector and LED set ups to create an immersive experience for viewers.

Submitted stories displayed throughout the event.

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NEW STRATEGY: AMBIENT ADVERTISING

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Banner ads

NEW STRATEGY: DIGITAL ADVERTISING

Responsive ads that ‘speak’ to each other as a person scrolls down a page.

The ads target locations based on nearby attractions.

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InstagramPeople will share their most meaningful outdoor stories and adventures. The best entries will be judged based on how it had a positive impact on their lives, to society and the environment.

NEW STRATEGY: SOCIAL MEDIA

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YoutubeAdditionally, short videos can be submitted and shared that capture the thrill of adventure while doing good for the planet.

NEW STRATEGY: SOCIAL MEDIA

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Diagram explaining how each part of the campaign works together.

ADVERTISING STRATEGY EXPLAINED

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