TEST DRIVE OUT OF YOUR URBAN RUT
Despite the fact that South Africa's urban centers are surrounded by vast beautiful landscapes, South Africans tend to be urban bound becoming trapped by their routines and demanding workloads. In order for Land Rover to increase their volume of new consumers we needed to offer them a means of escaping their urban rut.
LAND ROVER DEFENDER "WEBTROPOLIS"
We developed a national print and outdoor campaign that drove viewers online.
Viewers were able to tag themselves within the Webtropolis and comment on their current urban rut.
From there we arranged a 2-day test drive, allowing the viewer to truly escape their urban trapping.
LAND ROVER 2014 DISCOVERY "MEETING REMINDER"
A few months later we needed to increase sales on the 2014 Discovery nameplate.
Continuing on the same consumer insight we decided to utilize our always-on digital media buy, which was a large amount of banner ads.
We used, the often dreaded, meeting reminder pop-up request and turned it into a means of escape.
LAND ROVER "CLIMB TO TEST DRIVE"