ABOUT

CHALLENGE
We needed to open Land Rover up to a new, broader audience: people who struggled to see anything in the brand beyond big, boxy but eminently capable off-road vehicles.

SOLUTION
For some, winter is a time to get out and enjoy the elements that many would happily avoid. Land Rover is a brand that shares this unique attitude of embracing winter. We used this philosophy to build the brand’s first ever seasonal engagement platform: an idea about loving winter in all its glory, whatever it throws at us. An idea called #Hibernot.

RESULTS
The result was tremendous. 27 million earned media impressions representing a £417k media value. Land Rover UK’s twitter following grew by 35% (more than BMW UK’s entire following at the time). Land Rover’s brand belief translated into new vehicle enquiries, up 15% YOY over the campaign period, despite a 30% decrease in media investment, and by the time the Discovery Sport went on sale in January 2015, pre-orders already accounted for 79% of the sales target for the financial year. By the end of the financial year orders exceeded the target by over 10%.