Range Rover Sport – hear the engine
OBJECTIVE
The launch of the all new Range Rover Sport was the most
important activity of the year. The campaign had to
reinforce Land Rover’s credentials as a forward-facing brand
and deliver real brand appeal. The communications
challenge was to get our Ambitious Aspirers audience to
think and feel differently about Land Rover in a new,
modern and surprising way. The ultimate goal was to create
a moment in time for our audience through paid for media,
wowing them, appealing to their entrepreneurial spirit, and
encouraging them to explore Land Rover’s rich online
content and turning them into advocates willing to share
their positive opinions.
STRATEGY
Our role was to deliver a rich ‘moment in time’ experience
whilst they were in a place where they had time to take in
and explore the online content that we would guide them
to.
Ambitious Aspirers are young, successful, family orientated
individuals. 61% consume a high amount of OOH as they are
younger, 25 – 44, and either commuting regularly or
travelling with their family.
Airports offered a 70% business audience and up to 2 hours
dwell time. We know our audience will be connected in this
environment too. 61% access the internet through their
mobile, 14% own a tablet and 68% use social media.
Shaping the moving world
EXECUTION
Working with Land Rover’s creative agency, RKCR, and
Grand Visual, we developed the first OOH interactive
installation combining digital and sound in order to
showcase the amazing roar of the Range Rover Sport
engine.
8 digital Eyelite screens at key locations across Gatwick,
Stansted and Manchester airports were adapted to
include a genuine Range Rover accelerator pedal at the
base, with a parabolic directional speaker overhead.
Cutting edge arduino technology was then retro fitted to
Eye’s existing kit. A call to action invited passengers to
‘push the pedal hear the engine’ and upon pressing the
pedal the sound of the engine was transmitted via the
directional speaker and digital content was
simultaneously activated. An on screen visualisation
depicted the power and acceleration of the most
responsive Range Rover
RESULTS
40,000 interactions were achieved over the 4 weeks, a
staggering 2 interactions per minute across the 8 sites.
It reaffirmed why Mark Cameron, Land Rover’s global
brand experience director, believes experience
marketing is a key focus for the car maker going forward.
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