Our multifaceted experience campaign relaunched the world’s most anticipated car, the iconic new Land Rover Defender. By filming Defender in a unique environment and bringing to life its proposition 'Capable of Great Things', we created a compelling piece of content that was the driving force behind the full campaign. It informed the content across multiple channels, from the dramatic product reveal at Frankfurt Motor Show, to the VR experience and AR app.
Emotionally connecting customers
'The Defender needs to be experienced to be truly understood', therefore, we created an experience-driven campaign that emotionally connected customers to the iconic product across multiple channels. Land Rovers have earned a unique place in the hearts of explorers, humanitarian agencies and adventurous families across the world. Proven in the harshest environments on Earth, the new Defender maintains this bloodline. The experience highlights Defender's transformational breadth of capability and advanced all-terrain technologies while remaining true to the pioneering spirit that has been a Land Rover hallmark for 71 years.
The most anticipated launch in Land Rover history
Every element of the experience was lead by the creative idea at the heart of the epic product reveal film. Shot in Kazakhstan's spectacular canyon, Valley of the Castles, the new Defender, driven by mountaineer Kenton Cool, can be seen tackling rivers and descending mountain edges. Its screening in Frankfurt ended with Cool seemingly jumping from screen to real life by scaling an 11-metre wall inspired by the jagged rockfaces of the canyon. This then transformed into a 42-degree ramp, which the new Defender dramatically descended, revealing itself to the world in parallel with a breathtaking descent in the Kazakhstan film content. Visitors at Frankfurt could also try out the virtual reality experience that mirrored the adrenaline-fulled action of the launch film. After receiving pre-recorded instructions from famed adventurer Bear Grylls, visitors were able to explore dramatic landscapes and see the most capable SUV in action. This could then be shared across all social channels. Continuing the story is the AR app that helped build excitement and drive sales before Defender was available at retail by allowing users to visualise the car's interior.
- 4,672 users
- 1 billion + social media reach
- 97.1% positive perception
- 1,170 app downloads in week one
Best Virtual Reality Experience - APA IDEAS