Deep Thoughts

Background

Faced with slow sales in a declining market segment, Land Rover needed to reinvigorate its brand and boost the awareness of its flagship vehicle the LR3 during the 2008 New York International Auto Show. Paid media in and around Javits Center, the site of the Auto Show, was prohibitively expensive or unavailable due to earlier commitments made by competitors. The agency suggested a way around this problem by using guerrilla and ambient media to attract and focus the attention of likely consumers on the go-anywhere capability of Land Rover vehicles.