Defender Rough Smooth

Background

The Defender is Land Rover’s toughest, most versatile vehicle. The New Defender for 2007 has all the legendary off-road capability you’d expect, as well as the kind of on-road comfort never possible before. The brief was to dramatise the significant changes to a vehicle that has barely altered in 40 years, when driving both off road and on, in order to generate leads and test drives for Land Rover Defender.

Idea

The beauty of the Defender is its honest, heroic nature and genuine capability, so the agency’s creative approach had to be uncomplicated and to the point. The on- and off-road message - ‘Smoother on the road. Tougher in the rough’ - was demonstrated using smooth and corrugated cardboard, a utilitarian material which is true to the integrity of the vehicle. Inside, the on- and off-road capability message was carried through to a boldly styled brochure that can be opened either way. The dual message was also extended to an invitation to test drive the Defender, either on-road at a dealership or on- and off-road at a Driving Experience Centre.

Results

With no advertising support, the mailing created a level of demand that far outstripped supply. Actual response was 2%, and for every pound spent an incremental £37 was delivered to Land Rover.

Target Audience

Prospects who had already indicated an interest in Defender but have said that they are not ready to purchase right away.

Size

A monthly rolling mailing

Our Thoughts

And so the Craik Jones campaign for Land Rover reaches the end of the road. For over 15 years they've been setting the standard in the automotive category. While this piece isn't as good as the classic 'Bulldog' or other famous pieces it is still the best standalone car work submitted for this edition of Directory. Who is going to climb into the driving seat now? SH