ABOUT

Brief
Create a clever, engaging April fool using prototype design, newsprint, online PR, viral video and specialist blogging, to deliver the April fool to as wide an audience as possible. As well give those who got involved a chance to win a free Land Rover experience day.

Solution
We announced the introduction of new tax disc legislation, to which Land Rover had responded by developing the Self-Leveling Tax Disc Holder. They were directed to the “on the level” section of land rover’s website, where they could watch the press release that showed how the prototype used Contra-motion technology to keep your tax disc on the level and legally compliant. They could also sign up for the prize draw which closed by 6pm. Both winners and losers were sent emails the next day.

Results
Within 48-hours from launch we achieved: 12,565 visitors to the micro site, 201,782 facebook impressions, with 646 likes and 94 comments, 46,758 twitter impressions, with only one negative tweet, 12,425 views on youtube, with 32 likes and embedded on 63 channel sites, 147 mentions in the media that including newspapers, blogs, specialist sites, forums, 155 entries for a chance to win a Land Rover experience day, with 50 winners announced by 6pm.

Awards
Best Awards – Creative advertising – Gold – 2012
Best Awards – Advertising campaign – Finalist – 2012
DMA – Bronze – 2011
Blades – Finalist – 2011
John Caples Awards – Print Finalist – 2011

“The Land Rover ad was fantastic because it was almost credible, and every great April fools joke should be believable… This particular ad made us smile but more importantly it changed the way we perceive Land Rover, as feeling a bit more fun and a bit more modern and therefore it’s a great piece of advertising.”
Quote from Judges at maa Best Awards