2011 Winners & Shortlists

The Brief

Around the world, Land Rover (LR) is the vehicle of choice for families and high-income individuals in their 30’s and 40’s. These are people who share a passion for inspired living as well as the outdoors. In Dubai however, a large part of the auto-savvy population consists of the youth – a market segment with a high disposable income. In a bid to expand its customer base, the brand wanted to change its perception amongst the younger generation. Our challenge was to find a way to connect with this audience and the task was to start a conversation with them.

Creative Execution

75% of this audience lives on Facebook. Taking unusual pictures, uploading; tagging; commenting; wall posts; are all part of their daily lives. So we used these to start a dialogue with them. Also, when a person from their own age group and a fellow Facebook member became the campaign protagonist and appealed for help, we managed to further engage them with the car. They made real efforts to help our ‘Ally’ hunt down his missing car. All this interaction with a car they had never even considered in the past, subconsciously entrenched the brand into their minds.

Describe the creative solution to the brief/objective.

This audience is much influenced by its peer group so we decided to find an ‘Ally’ among them to keep them engaged. First, we packaged an LR2 in a giant toy box at Virgin Megastores. We took pictures of people trapped inside, posted them to the Facebook group page and got their friends to comment. The person with the most comments won. And we found our ‘Ally’! The campaign came alive again as the winner reappeared on the Facebook group page saying he’d lost the LR2 he had won for a weekend. He appealed to everyone to help find it.

Results

Within just two months, over 30,000 within our target group engaged with the brand. Uploading pictures, wall posts, tagging, commenting and talking about the car in general. Blogs and the press lapped up the excitement and buzz this campaign was creating in town (Free Media Coverage worth USD 10,500). The missing car was found within one week! Most importantly, we tapped on a completely new audience using social media to its max. And Land Rover was discovered by the youth in the region!