Personal Extinction Prevention Book
Land Rover
Issue 28 | September 2013
Agency
Y&R Dubai
Creative Team
Chief Creative Officer/Creative Director: Shahir Zag Creative Director: Joseph Bihag Copywriters: Shahir Zag, Khaled Said, Guillaume Calmelet Art Directors: Joseph Bihag, Khaled Said Designer: Joseph Bihag Illustrator: Joseph Bihag
Production Team
Head of Production: Amin Soltani Producer: Leng Panganiban, Binnu Cherian
Other Credits
Photographer: Jeevan Nambiar, S. Kumar Account Supervisor: Zaakesh Mulla Account Manager: Pierre Farra Marketing Manager, Jaguar Land Rover: Jean Atik
Date
January 2013
Background
Land Rover wanted to give their existing and prospective customers something which they would keep, something which would encourage the adventurous spirit of Land Rover owners and be of practical use.
Idea
Land Rover owners are adventurers. But while their car may be able to take on any obstacle, they themselves are more vulnerable once they step out of the vehicle.
To help drivers survive out in the wild, they were mailed a practical Personal Extinction Prevention Book. This not only gave tips to deal with many of the animals the recipient might encounter but it also offered active help should the encounter become an engagement.
Each page was a re-sealable packet containing wet wipes impregnated with the natural oils and relevant ingredients to repel or neutralise a dangerous creature.
Results
The book was sent to 3,000 existing customers and the response was positive with many requests for additional copies. 170 Land Rover owners even reached out to the dealers to suggest their own tips for dealing with dangerous animals.
The book is now being given away as a supplement to the owner’s manual with every new Land Rover sold.