MAINTAINING BRAND APPEAL
Every Land Rover is fitted with innovative technologies, luxurious finishes and true off-road capability.
Our consumers do not love their Land Rovers just because of this. But because a Land Rover is more than a car.
It is the promise of potential adventure, exploration and discovery.
Land Rover becomes the ultimate partner to delivering an enriched lifestyle. It has a soul.
We not only maintained brand appeal by telling these stories but also created a fair amount of brand envy amongst our competitiors.
TURNING BILLBOARDS INTO THE BEGINNINGS OF INCREDIBLE EXPEDITIONS
South Africa is a country rich with great outdoors locations and alive with natural beauty.
Ironically, the vast population lives within the borders of big cities, even our Land Rover drivers who have every reason to explore,
often forget about the country’s amazing sights and opportunity for adventure.
To remind South Africans about these exciting destinations, we turned billboards into the starting points of extraordinary adventures.
Our billboards show, as the crow flies, the distance to well known and iconic outdoor 4x4 destinations across southern Africa.
USING LAND ROVER'S TECHNOLOGY TO TELL STORIES
We posted these short clips on Land Rover's social platforms and called for our drivers' to enter their stories.
SEE EVERYTHING WITH LAND ROVER'S 360˚ SURROUND CAMERA SYSTEM
Recently we continued pointing out the benefits of Land Rover's 360-degree surround camers system by telling adventurous stories.
This campaign ran in press, dealerships, outdoor, and on our social media platforms rewarding viewers, who could spot the threat with a Land Rover Off-road Driving Experience.
OWNING LAND ROVER TERRITORIES
The urban centers of South Africa are surrounded by agricultural land and those are surrounded by game and nature reserves.
Essentially Land Rover's playground. So we thought we would claim it by placing these billboards en route, giving our drivers brand pride and giving our competitors brand envy.
THE LAND ROVER EYE TEST
Most 4x4s in South Africa don’t use their off-road capability.
That’s why Land Rover has Experience Centres to put a Land Rover through it paces, inspiring you to go above and beyond school runs and traffic jams. Reinforcing the brand essence, we created a series of posters that weren’t just beauty shots of Land Rovers, but rather utilized something interactive:
An eye test. These posters were the final test that drivers performed before conducting their off-road course. We reinterpreted letters into graphic silhouettes, proving that when you own a Land Rover, you see more nature and less of the city.