Deep Thoughts
Land Rover
Issue 7 | July 2008
Agency
YR Brands/Wunderman, Irvine
Creative Team
Anthony DiBiase - Executive Creative Director;Michael Davis - Creative Director;Nick Rooth - Associate Creative Director;Sinan Gorgis - Art Director;Kim Pollack - Intern
Production Team
Julie Esler - Print Production Coordinator; Lara Trapasso - Senior Account Executive
Other Credits
Drew Lewis - Photographer / Videographer
Date
March 2008
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.
Idea
One of the most advantageous features of the LR3 is its impressive wading depth – it can drive through 27.6 inches of standing water. The agency decided to create a red band at this exact height on building walls and on the muddied trousers of street team members standing outside the New York Auto Show, illustrating the problem and introducing Land Rover’s solution. Constant driving rain made it even better. Street team members supplied added details with a hand out that unfolded to 27.6 inches, putting the message right into people’s hands.
Results
The activity unfolded daily in several places around the city and outside the front entrance to the event hall where the auto show was being held. The client reported that the buzz in and around the auto show was well worth the effort and even captured the attention of other media. The campaign was so successful that kits are being developed for dealers to use in their showrooms and to stage similar events in additional key metro markets.
Target Audience
Adults aged 25 to 54 with annual incomes of $75,000 and over, who live and work in the New York Metro area.
Size
The campaign ran for the two-week duration of the New York International Auto Show in multiple NYC locations.
Our Thoughts
This is a good old-fashioned fact about the product brought to life in a way that is relevant, memorable and branded. It has a bravado about it that seems entirely consistent with Land Rover to me – maybe because I own one. You couldn’t imagine any other 4x4 doing this with such conviction.