Meeting Reminder
Land Rover
Issue 32 | September 2014
Agency
Y&R South Africa, Johannesburg
Creative Team
Chief Creative Officer: Graham Lang Executive Creative Director: Rui Alves Creative Director: Bibi Lotter Copywriter: Dhasagan Pillay Art Director: Andre Vrdoljak, Steve Jones Designer: James Nelson, Julia Eccles Retoucher: Jac Sun Art Buyer: Adrienne Du Plooy
Production Team
Production Company: Base 2 Digital Production Manager: Wynand Coetzee
Other Credits
Client Service Director: Francoise Van Rheede Account Manager: Itumeleng Tshimbane
Date
April 2014
Background
Y&R South Africa had the challenge of getting interested potential drivers to book a Land Rover test drive. The campaigns aimed to reach potential drivers in an unusual context where adventure driving was not necessarily top of mind.
Idea
To get potential consumers to book a Land Rover test drive, the idea was to them in the one place they could be found during the week: behind their desks. On the websites they visit daily, a pop-up banner was created that mimicked a meeting reminder. When they dismissed the reminder, the image opened up like a garage door, revealing a Land Rover with the headlamps illuminated and the sound of an engine starting up. Clicking the 'Escape' button then drove the user to Land Rover's test drive page.
Results
With an audience reach of over four million receiving 258 797 impressions with an engagement number of 210 919 on average, proving that the brand could inspire them go above and beyond.